Adtech’s CPM to CPC Shift – 1
Digital advertising in the late 1990s was CPM (cost per thousand) driven. Advertisers paid based on the number of impressions. It was a model borrowed from print and TV where ads were priced based on circulation and reach, respectively. The shift from CPM to CPC (cost per click) came with Google AdWords in the early 2000s. Even though Google did not pioneer the pay per click (PPC) model, it industrialised it. In a digital world, there is no scarcity of inventory and outcomes (user actions) could be measured. This change in pricing model transformed the fortunes of Google and the adtech industry.
Adpushup offers a historical perspective:
Google was looking for a way to monetize its search engine, and because the brand was known for providing the best quality search experience for its users, monetizing with textually relevant ads instead of banner ads seemed like a good option. Google launched its search engine service in 1999 and it was in 2000 that the Adwords was introduced. The PPC model, however, was included only in 2002, before that it was all CPM. Yahoo, on the other hand, offered its ad based on the PPC model right from the beginning in 1998.
Goto.com already offered a pay-for-placement model. In 1998, however, it introduced the ability of automated auction/bidding, whereby the ad would be ranked for a key term, based on how much the advertiser was willing to pay. The advertiser would then pay Goto.com every time a user clicked on the ad. By mid 1998, people were paying as much as $1/click. The reasoning behind PPM was that the people who were willing to pay for top spots in general searches were more relevant and better websites.
… In 2001, where Google made $85 million from its CPM based ad revenue, Overture [formerly Goto.com] earned $288 million selling ads on a PPM (Paid Placement Model—Overture’s version of PPC) basis.
In 2002, Google revamped its Adwords program. It reintroduced Adwords which now included the option of PPC advertising. Google’s version of PPC was different from Overture’s PPM. Where Overture allowed its users to buy their way to the top—the higher your bid, the higher your listing; Google understood the importance of relevance and better user experience. You see, any big company could buy its way to the top, but if the ad was not relevant then it would generate fewer clicks, the users who end up clicking will not get anything relevant to what they searched for and the company would make no profit either.
Wikipedia adds: “Pay-per-click, along with cost per impression (CPM) and cost per order, is used to assess the cost-effectiveness and profitability of internet marketing and drive the cost of running an advertisement campaign as low as possible while retaining set goals. In Cost Per Thousand Impressions (CPM), the advertiser only pays for every 1000 impressions of the ad. Pay-per-click (PPC) has an advantage over cost per impression in that it conveys information about how effective the advertising was. Clicks are a way to measure attention and interest. If the main purpose of an ad is to generate a click, or more specifically drive traffic to a destination, then pay-per-click is the preferred metric.”