What is banner networks?

Which Mobile Ad Network Pays Mainly On a Cost Per Impression (CPM) Basis for Banner Ads?

• Most mobile ad networks such as Admob and iAds work mainly on a CPC (cost per click) model for banner ads. I would like to know if there are any ad networks which work primarily on a CPM (cost per impression) basis. I read somewhere that Millennial Media does this.  Is this true? Are there other ad networks which do this?  Also, if you are an app developer, what average eCPMs have you experienced from CPM type models?

• Answer:

  Most networks, including AdMob, have mostly CPC or other performance-based campaigns but they also have some CPM campaigns as well. What most publishers get is some blend of the two based on how their traffic maps to the needs of the CPM campaign targeting. By keeping your content brand-safe and forming a close relationship with your network reps you can increase your chances of getting better campaigns. Part of that process is making sure the networks are getting passed all the data they need to map your inventory to the CPM campaigns. Some networks are more focused on CPM campaigns and Millennial is one of those. There are also networks like Mobile Theory that position themselves as premium and focus heavily on CPM. Also, all real-time bidding occurs on a per-impression basis. So inventory that clears via RTB at MoPub, Nexage, Burstly, etc. is also sold on an impression basis.