The pragmatic Andrea Mitchell

Andrea Mitchell is one of the original stalwarts of South Africa’s internet economy having been involved in the online advertising and publishing industry since shortly after the commercial web launched in South Africa.

When a click doesn’t pay

South African publishers are facing increasing pressure from advertisers to adopt a pricing model based on the clickthrough rate on banner ads, rather than the more traditional CPM (cost per mille or cost per thousand), pricing model, which is based on a fixed price for every 1000 impressions served.
CPC, or cost per click, is a performance-based pricing model, in which the advertiser is charged only for the number of clicks an ad delivers. The model was popularised by search engines such as Google.

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