This graph shows how risks are distributed between advertisers and publishers depending on the monetization model. In practice, scalability potential and targeting accuracy needs also bear relation to the selected monetization model.

1. RISK
DISTRIBUTION IN
ONLINE
MARKETING
MONETIZATION
MODELS
BY LAURENT MÜLLENDER, 2011

2. low highNeeded targeting accuracy
CPMCPMCPMCPM CPCCPCCPCCPC CPL/CPACPL/CPACPL/CPACPL/CPA
Risk AdvertiserRisk Advertiser
RiskRisk
Publisher/AgencyPublisher/Agency
Scalability Potential

3. AUTHOR
Laurent Müllender
Performance-driven product management and
online marketing
www.muellender.biz
Laurent.muellender@gmail.com