If a consumer does not actually click on their banner, sidebar ad or paid search keyword ad, then they don’t have to pay a dime. This method is very targeted and can provide cost savings to the original marketing method that was popular on the Internet years ago, which was CPM. CPM advertising is basically paying one cost for 1,000 impressions whether the ads are clicked on or not. Ads in the form of banners were also hard coded onto websites and generated a monthly fee purely because they were featured on the website as opposed to charging per click.
Large companies, Big Digital Advertising Budgets, PPC Marketing and Programmatic Advertising is Beginning to change the Landscape.