hybrid model

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A combination of two or more online marketing payment models. A hybrid campaign might be a mix of impression-based (CPM) and performance-based (CPC or CPA), or a mix of two performance-based models. Hybrid deals are sometimes seen as a way to split the risk between publishers and advertisers. Advertising campaigns sometimes bundle CPM and CPC in a hybrid buy, and sometimes even CPA. Affiliate programmes have been known to offer a few cents per-click in addition to paying for a sale, lead, download, or other conversion activity. See also advertising; cost per action (cpa); cost per click (cpc); pay per click; pay per lead; pay per sale.

Subjects: Marketing.

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