trinorthlighting, that's fine for you, that ppa works to your favor. which you already stated in several threads now.
but look, this is a market. participants are advertisers and publishers. the ppa concept is hyped by its cheerleaders since years, the end of cpc is near blabla. actually, ppa is an older concept which has proven to be comparably unsuccessful in terms of market penetration. fact is, that cpc prevails and is still going strong since all those years. what does google base their business on? what did it make the biggest online advertising company in the world? it's cpc. why? only with cpc you get a sufficient advertiser and publisher base. because the marketing risk is equally distributed so that both parties join the program in masses. do you honestly think that google would sacrifice their cash cow? that's your wishful thinking.
ppa is a nice product extension which works for some publishers, but for most it does not. it means total dependence on the advertisers' ability to convert quality traffic. in the end the network will be left with no adequate publisher base (= advertising space) because the payout is much too unsecure for them, more like a lottery. the once so efficient system would break down. cpc - in terms of risk distribution located right between cpa and cpm - is the only way to keep a robust advertising system for all participants. google, yahoo et al know that.
[edited by: moTi at 7:54 am (utc) on June 6, 2007]