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Empyr debuts ultimate performance marketing model: ‘cost per revenue’
Retailers pay a percentage of actual sales, which is shared with publishers.
In the past several weeks, a number of companies have introduced performance-based mobile ad models that track visitors into stores and charge marketers for those visits: xAd, Retale, Blis and Placed (the verifier in two cases). These are “cost per visit” or “pay per visit” models, and they shift the risk away from the advertiser to the platform or network.
Now Empyr is taking this a step further — to the point of sale. The company is introducing what it calls a “cost per revenue” model that charges marketers or retailers only when an in-store sale actually occurs.
Empyr gets a percentage of the revenue generated from the sale, which is shared with the publisher. It’s a negotiated rather than a standardized amount, according to Empyr CEO Jon Carder. In Yelp’s case (Cash Back), the consumer gets a piece of the sale as well