Kyle Buzzell | Mar 21, 2017 CPM, CPC, CPA…on and on, and so on. If ad tech is anything, it is an alphabet soup of epic proportions. The concepts behind the campaign acronyms are simple, but integrating them into your ad strategy isn’t. However, to succeed in maximizing the return on investment of your ad spend, you must know how to use these campaign options in an integrated fashion. After all, each has its strengths and weaknesses. The acronyms represent a common language of exchange for you and the publisher/s displaying your campaigns. Collectively known as payout options, they determine when you pay the publisher. A journey through the ad tech alphabet The first and oldest payout option is CPM, also known as Cost Per Mille. What is Mille? It is Latin for 1,000; therefore, you pay per 1,000 impressions. Its primary drawback? That it is impression-based. It is all but impossible to attribute performance to a specific campaign; even the most sophisticated attributio...