How to be advertisement model?

Will CPA become the dominate model for mobile advertisement?

• compared to other advertisement models (CPC, CPM, etc.)

• Answer:

  Not sure, for these reasons :   1- The rise of RTB (real time bidding) on mobile Most this inventory is traded on a CPM basis, because you're effectively buying impressions, not installs. RTB is definitely the future of mobile advertising, and as most of the mobile inventory will be dealt on this basis, the remaining share for CPA will shrink. 2 - The growing maturity of iOS and Android, regarding advertising It will be harder and harder to provide installs not generated the way Apple and Google want. Therefore low quality traffic providers won't be able to sell cheap installs anymore, which will impact brokers and re-sellers. Those guys usually rely on this to lower their cost, until their client notice. Once the cheap installs will be gone, CPAs will rise, and CPC, CPM will become attractive again. 3 - At the end of the day, you have to pay the publisher And as a network, you need to do so on a metric you control, otherwise you will risk a situation where advertisers are not paying you enough compared with the costs due to the publishers (most of them are paid on click or CPM). This makes it complicated for most networks to risk CPA beyond Cost per Install. 4 - CPA, assuming you're not only talking about Cost per Install, is a vague metric Therefore, it is complicated to build a business around it, as it is complicated to predict the revenue generated by an action your network may have never driven before. It comes down to the same problem as above : you have to pay your publishers. 5 - CPA is not a solution in itself Lastly, I would just say that advertisers think of CPA as a way to make it work. But it is not the case. If your product is dodgy or not converting well enough for you, chances are that it won't convert for CPA traffic sources either, resulting in a low volume and the need to increase your CPA bid. So, those are the few point that came to my mind, I'm sure there are plenty others...