OATH : new buying mode for native formats
Oath (formerly Yahoo !) has changed the buying model of native formats. Through the sales house Skynet has now introduced 3 different ways instead of only one: depending on the campaign objective, native formats may be managed by CPM (cost per thousand), CPC (cost per click) or CPL (cost per lead). It is based on a new, more complex, method. There is no fixed price anymore before the campaign. Instead they launched a two steps process, when a campaign starts. First a test is launched on a fraction of the total committed budget and during a limited period. Based on that the CPM, CPC or CPL is determined. This rather sophisticated method will not facilitate planning of future campaigns. It heavily depends on the sales house, even though Skynet claims to better fit the objectives of the campaigns.