<Li> CPL campaigns are usually high volume and light - weight . In CPL campaigns, consumers submit only basic contact information . The transaction can be as simple as an email address . On the other hand, CPA campaigns are usually low volume and complex . Typically, consumer has to submit credit card and other detailed information . </Li> <P> CPL advertising is more appropriate for advertisers looking to deploy acquisition campaigns by re-marketing to end consumers through e-newsletters, community sites, reward programs, loyalty programs and other engagement vehicles . </P> <P> Many advertisers have limited budgets and may not understand the most effective method of advertising . With performance - based advertising plans, they avoid the risk of paying large amounts for advertisements that are ineffective . They pay only for results . </P> <P> The advertising agency, distributor or publisher assumes the risk, and is therefore motivated to ensure that the advertisement is well - targeted, making best use of the available inventory of advertising space . Electronic media publishers may choose advertisements based on location, time of day, day of week, demographics and performance history, ensuring that they maximize revenue earned from each advertising slot . </P>

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