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Table 1 Impression based ad revenues

From: Economic Essentials of Online Publishing with Associated Trends and Patterns

  Description Sample companies employing model
CPM • Cost-per-thousand impressions
• Many ad networks
Yahoo!, Food Network, All Recipes, Evernote, Tweetie
CPC • Cost-per-click (aka pay-per-click)
• Auction format; highest bidder determines rates
Google.coma, About.com, ClipArtPal.com, and generally any site that employs Google AdSense
CPA • Cost-per-action (publisher paid when users complete an action or accepts an offer) Kayak.com, Snooth.com, PokerAffiliateBible.com, SetJam.com
  1. aIn the case of Google itself, the AdSense product is the ad network, and Google.com is the “publishing product” (distribution) that serves CPC ads