Cost per outcome (CPO)
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
The most aggressive pricing innovation in this category. tvScientific offers it on connected TV, restricted to qualifying advertisers. It is a genuinely better offer than a percentage of media for a performance buyer who qualifies, and this site says so on the comparison page rather than pretending otherwise. It requires measurement maturity and risk capital, and we do not offer it.
Goes deeper: AdBuyMCP vs tvScientific
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
CPA
The cost of one completed action, whether that is a sale, a lead or a booking, calculated by dividing spend by the actions attributed to it. That makes it entirely dependent on the attribution model underneath.
Take rate
The share of an advertiser's media budget retained by the platform rather than spent on media, whether that share is disclosed or embedded in the price. The word is neutral about disclosure, which is why the useful question is the figure rather than the policy.
Incrementality
The share of an outcome that happened because of the advertising, measured against what would have happened anyway. Measured by comparing an exposed group with a comparable unexposed one, not by counting conversions that followed an advert.
More on buying and commercials
How media is transacted and where the money goes. The terms in this group are the ones a fee conversation turns on.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
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