Myth: Bid CPC on native because you only pay for clicks.

Myth: Bid CPC on native because you only pay for clicks.

No. On widget inventory, CPC bidding quietly hands the platform an incentive to send you the cheapest, most click-happy traffic it can find — which is exactly the traffic that doesn't convert.

vCPM (cost per thousand viewable) flips the math. You pay for attention, not the click, so the algorithm stops chasing accidental fat-finger taps on a scrolling mobile feed.

When to use which:
— Direct-response with a clean LP and tight ROAS target? CPC, but watch click-to-LP-visit gap obsessively.
— Brand, awareness, or a funnel where the click is the cheap part? vCPM beats CPC on real downstream value almost every time.

The click is the most over-optimized, most manipulated event in native. Why are you bidding on it?