What We Charge Advertisers, What We Pay Account Holders, & Why

Advertisers don’t pay a fixed amount for each verified view. The amount depends on how much detail is listed on your detailed profile. Any detail can be very helpful for getting better offers from advertisers. If your profile says you have a dog, that makes you a match for certain companies wanting to advertise to you. If your zip code is in your profile, that matches you with offers specific to your area. This is all information that advertising companies all over the world track, and it’s likely a lot of information about you is on file with at least a few of them right now [often in a form that can’t be connected to your name (“non-personally identifiable information”), but in a way that is still useful for advertisers because they have a system for identifying what categories you are considered to be in without tracking your name or identity itself].

The difference here is we have a shared mission to generate cash flow for charities and people, and that’s the reason this profile exists (the same cannot be said of the profiles most other companies would have on you).

$0.21 per Verified View is the minimum price we offer for a video ad, because you need 15 seconds to watch the video and 15 seconds to answer the confirmation question(s). $0.21 per 30 seconds is $25.20, and you receive 40% of advertising payments. In this case, that would be a minimum of $10.08 per hour for watching videos at a time when you otherwise would have been doing nothing, or something boring (waiting in line, waiting for another online ad to be over, etc). That’s the very least we would want to see someone receiving, if they didn’t give us any information at all on their profile for connecting them with better offers. Sometimes just one piece of information on your profile can connect you with much better offers.

To provide one simple pricing comparison – a $35 CPM (Cost Per Mille) is a price per one thousand “impressions” that you might find on a rate card showing prices for different types of advertising on a video streaming service. That’s really a starting point for negotiation, so let’s say you are able to bring that down to $25 (for a 30 second ad). If half of those impressions are fraudulent, one fourth are not happening because the device is muted or no one is in the room,  and one eighth are not useful or positive impressions because of the psychological issue of resistance, this $25 is getting you one hundred twenty five useful impressions, not one thousand.

To get back to that number of impressions, you as an advertiser need eight times more service. 125 * 8 = 1000 Impressions.

25 * 8 = $200 Adjusted CPM, assuming the issues of Fraud, Invisibility, and Resistance are not causing more than an impression loss of 1/2, 1/4, and 1/8 (in any order that fits your opinion about those loss ratios – personally I think resistance is the most powerful detractor, but it depends on the advertising type, so I prefer to use 1/2, 1/4, and 1/8 (7/8 total) as, roughly, the average loss from all three factors across any advertising type. The reality is that in many cases, more than 1/2 of the views (or clicks, etc) are fraudulent, more than 1/4 of the ads are not visible, and much more than 1/8 of the views represent negative or low quality impressions from viewers who were deeply annoyed by the ad or ignored it very actively because it’s an ad.

Buying eight times more service to get to the same impression count at a similar price still doesn’t eliminate the psychological resistance issue. There is an incalculable amount of value in “showing rather than telling” when it comes to creating unity or at least highlighting similarities between an audience and a brand. Working together and accomplishing the goal of moving cash flow to great people and charities gets people thinking about brands and their message in a way that just can’t happen with a traditional advertisement. The impact of the message increases as the payment per verified view increases, and we use that to raise as much as possible for people and charities.