Data and Audience
Cost Per Lead is a common type of performance-based advertising where an advertiser pays a digital publisher every time a lead is generated. This type of advertising model puts the responsibility in the hands of both the advertiser, who has to maximize the leads generated, and the publisher, who will be compensated based on the number of leads their ad generates. So it’s important that the publisher gets the ask in front of the correct audience to generate the most income. For the advertiser, the goal is to minimize that cost per lead which can be low if the ad generates enough leads.