[citation needed] There are four common pricing models used in the online performance advertising market.
A 2007 Doubleclick Performics Search trends Report shows that there were nearly six times as many keywords with a cost per click (CPC) of more than $1 in January 2007 than the prior year.
In recent times, there has been a rapid increase in online lead generation – banner and direct response advertising that works off a CPL pricing model.
In 2007, an IBM research study[3] found that two-thirds of senior marketers expect 20 percent of ad revenue to move away from impression-based sales, in favor of action-based models, within three years.
CPL campaigns are suitable for brand marketers and direct response marketers looking to engage consumers at multiple touch-points – by building a newsletter list, community site, reward program or member acquisition program.
In CPA campaigns, the advertiser typically pays for a completed sale involving a credit card transaction.
Various types of measurable action may be used in charging for performance-based advertising: Some Internet sites are markets, bringing together buyers and sellers.