CPM, CPC, CPA - Where is it all going?

[Drastic]

Things are still changing in the ad world. Have we hit bottom yet?

Clicktrade closes, Engage not far behind, CPC dead at CJ, the list goes on.

CPM is hurting badly now, with a possible recovery. The question is, will advertisers support this model? It can work, but is not easily measured. In today's world, especially online, people want results - hard, identifiable results.
Do you think CPM will survive?

CPC has been ravaged by fraudsters, cheaters, and uninterested clicks. It is hard to find a worthy CPC deal, unless you have a ton of traffic, and the advertiser offers interesting content for your visitors.
I think CPC is definitely on the way out, except for specialty deals? You?

CPA - What advertisers want. They pay for results, and results only. It can be lucrative for publishers, but takes more time, energy, and effort. Often, an effective presell is required.
This is a strong model now, and I think it will remain so. Publishers are embracing it, and advertisers love it. This weakens the battle for CPM advocates.

[Brett_Tabke]

And then last month I had the highest performing CPC ad I've ever seen. Did a whopping 5cpm for a few days on ten k upon k of views. It was a good ad, on topic, and highly targeted. The advertiser had a bit of sticker shock I think since they switched the ad real quick.

I'll be surprised if Burst and DoubleClick survive at all.

The future is direct affliations, targeted cpc text ads, and CPC ad engines like Goto.