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Cost per action

Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising

Many common online advertising practices are controversial and increasingly subject to regulation. Online ad revenues may not adequately replace other publishers’ revenue streams. Declining ad revenue has led some publishers to hide their content behind paywalls.

CPA as “cost per acquisition”

CPA is sometimes referred to as “cost per acquisition”, which has to do with the fact that many CPA offers by advertisers are about acquiring something (typically new customers by making sales).