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Microsoft Tries With ‘Cashback Per Action - CPA’ Model
Tags: advertisers, amazon, buyer, cashback, ebay, google, miscrosoft, publishers, revenue model, search, shopping, yahoo
Microsoft redefines the ‘C’ in CPA model in advertising, calling it ‘Cashback‘. Is this like offering discounts in the form of cashback? The buyer is the publisher equivalent of CPC model. Though, this initiative will not generate any revenue for Microsoft - merely playing the role of facilitator, it’s intended to eat into the share of Google CPC, Amazon’s retail & eBay’s Buy It Now sales. Success primarily hinges on the search volume they can generate and this is where Y! search acquisition could help. But then again percentage of online shopping filtered though search may not be that high. Merchants who are advertisers in this model will fight to offer lowest prices [read more cashback] in an attempt to generate more sales.
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