Recently, Nuffnang and Advertlets started serving CPC ads to their publishers. Unlike CPM ads, CPC ads poses a new challenge to both companies — click fraud. Detecting click frauds is not a simple task. Building an effective system that recognizes and/or prevents click frauds is even harder. They are dealing with hundreds, if not thousands of possible click fraud cases. Therefore, “manual auditing” is definitely not an option.
Since the launch of CPC ads by Nuffnang, I noticed difficulty in differentiating between a CPM and CPC ad myself. There is simply no indication on the banner ad itself or even in the email notification sent by Nuffnang. This was also felt by a slightly frustrated chic.
Suet Li from Nuffnang explained:
The reason why we didn’t notify you prior to adding the ad is because the advertisers feel that if bloggers are told beforehand, then there will be a lot of faulty clicks. Some bloggers may themselves or through their friends click their own ads which will end up driving advertising costs unjustifiably.
After some discussion with another fellow blogger, I came to realize one thing. Does it really matter if I am served CPC or CPM ads? I might be disappointed after the week old campaign has ended only to find out that I have earned less than what I thought I would (ie. I received less clicks, thus less earning compared to CPM ads). Apart from that, what other reasons would I be frustrated for? Maybe if I knew that it was a CPC ad campaign, that I would have “done things differently”?
In terms of CPC, there’s better transparency in Nuffnang because it lists out the ad campaign you were involved, type of campaign, CPC and the rate for it. At the moment, Advertlets is still working on the Stat page and I’m still clueles. Am I running for CPC or Cost/unique campaign? and what are the CPC rates?
Sometimes, being first doesn’t mean better.