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Affiliate revenue (CPA, but could be CPC). Affiliate  revenue  is   commission‑  based, 

for example I display Amazon books on my site SmartInsights.com and receive around 

5% of the cover price as a fee from Amazon. Such an arrangement is sometimes known 

as 

 cost-  per-  acquisition

 

(CPA)

. Increasingly, this approach is replacing CPM or CPC 

approaches where the advertiser has more negotiating power. For example, manufac‑

turing company Unilever negotiates CPA deals with online publishers where it is paid 

for every email address captured by a campaign rather than a traditional CPM deal. 

However, it depends on the power of the publisher, who will often receive more revenue 

overall for CPM deals. After all, the publisher cannot influence the quality of the ad crea‑

tive or the incentivisation to click which will affect the clickthrough rate and so earnings 

from the ad.