google going cpa, now that's breaking news! everytime there is a new discussion about click fraud, people step in and proclaim cpa as the future of online advertising like a mantra.
i tell you what: cpc is the groundbreaking idea of an online ad pricing model that made google the fastest growing and biggest internet company in the world. nearly 100% of googles revenue is generated by this accounting method. without cpc no balance of risk between advertisers and publishers. other advertising forms lack confidence and acceptance on the one or the other side. cpc is the core of googles business. if google would go completely cpa, publishers would flee in masses, because they would be dependent on a few sales once a month with income streams more like a lottery and total dependence on advertiser landing page and product quality, factors he has absolutely no influence on. so that would leave no advertising space on the content side.
cpa a is at least as fraud ridden as cpc. this time with the incentive on the advertiser side to defraud publishers and google (both are affiliates in this case). just one advertiser who cheats his conversions can do massive harm to the whole system, as one action/lead/sale can be worth hundreds or even thousands of clicks. in addition, due to temporal and spacial distortions certain user actions are impossible to be tracked down to their origin and can't be credited to the publisher (i.e. user reverts to the landing page at a later time or buys stuff with another computer without the publisher referrer). cpa will always be only another option, just like cpm. nuff said.. phew.