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AdBrite Starts Cost-Per-Click on Display Ads

By Andrew Redfern @ 26th November 2008 3:15 pm

AdBrite announced that is is to start cost-per-click (CPC) auction for graphical banner ads. AdBrite advertisers can now pay for graphical banner advertising in the same way they pay for search placements and text ads — paying only when their ad is clicked. AdBrite represents more than 85,000 websites, making it second in size only to Google.

CPC auction pricing is a significant departure from traditional CPM (cost per impression) rates paid by most advertisers for graphical banner ads.

When direct-response advertisers pay per impression, they assume the full risk of impressions that may never convert into clicks or sales. In AdBrite’s CPC banner auction, display advertisers pay only for clicks. This lowers advertiser risk while increasing performance.

In addition to advertiser benefits, CPC pricing rewards AdBrite’s high-quality publishers by compensating them for the full benefit of their contributions to each advertiser. Many AdBrite publishers will see a significant increase in revenue.

AdBrite is the fifth-largest ad network by pageviews (ComScore, October 2008). AdBrite was recently named the #34 fastest-growing private companies in the United States, and the third-fasted growing advertising company, by Inc Magazine’s annual Inc 5,000 survey.

“AdBrite is committed to our advertisers’ success,” said AdBrite CEO, Ignacio Fanlo. “Allowing them to pay for performance makes sense. More than 90 million consumers visit AdBrite’s sites every month, and our new CPC auction provides an effective and low-risk way for advertisers to engage them.”

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