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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