& a 1 Payment models for display advertising. There are a number of different payment models for display advertising. Match the statements in the left column with the descriptions in the right column Cost per Impression or Cost per ! Means that the advertiser only pays when an Thousand Impressions advertisement delivers an acquisition. It is the best way for an advertiser to pay because they only pay when the advertising has met its goal. For this very reason, it is also the worst type for the publisher as they are only rewarded if the advertising is successful. Cost per click Means that, sometimes, owners of lower-traffic sites choose to sell banner space at a fixed cost per month regardless of the amount of traffic or impressions. This option would appeal to a media buyer who may be testing an online campaign that targets niche markets. Cost per Acquisition Means that the advertiser pays each time the advertisement appears on the publisher's page. This is how a campaign is normally priced when brand awareness or exposure is the primary goal. b 1 1