Our read: buying pop on CPM vs chasing CPA deals
CPM is the honest default for pop — you pay for the impression, you own the optimization risk and the upside.
CPA-buying pop sounds safe ('only pay for conversions') but the source then shaves and filters to protect its margin — you get the leftovers, and your best creatives get throttled because they're 'too cheap' for the seller.
What scaled buyers do: take CPM, build your own per-source EPC model, and only move to CPA on a source you've already proven on CPM. CPA-first on a new pop source is how you get fed shaved inventory and never see it.
— confidence: high
Pop Wire
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