Friday, September 14, 2007

Lead Exchange: The next generation online marketing tool

Lead Exchange has been sighted as the most potential online marketing concept soon to challenge the CPM (Cost Per 1000 Impression) and PPC (Pay Per Click) systems as reported by the news site Dm News

Lead Exchange is an online tool that allows both advertiser and publisher to take on less risk and maximize mutual benefits.

In CPM you pay the publisher a fixed amount for every 1000 impressions on the ad in the hope that someone notices it, while in PPC you chance upon potential clients paying for every click that occurred. But in Lead Exchange the publisher captures the lead first and then sells it to the highest bidders. The advertiser has the advantage to go and pay only for the exact type of lead, which has already been captured.

Things like quality control level and price elasticity are some of the unique advantages that advertisers can experience in lead exchange. According to Interactive Advertising Bureau online lead generation is growing faster than any other online advertising forms. It would be interesting to see what better results it can bring for the advertisers in coming days.

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