GLOSSARY

An advertising pricing model in which the advertiser is charged when a user clicks an advertisement.

It affects media efficiency, measurement confidence, reach and brand risk, so it informs budget allocation and campaign governance.

A cross-functional team applies Pay-Per-Click (PPC) in a production initiative, defines ownership and success criteria, tests representative scenarios, monitors outcomes and records corrective actions before scaling.

Platform definitions, identifiers, attribution and privacy controls vary, so figures may not be comparable and reported performance may not establish causality.

An advertising pricing model in which the advertiser is charged when a user clicks an advertisement. In operation, this concept depends on defined inventory, auction or delivery rules, identifiers, attribution windows, consent, quality controls and platform reporting. Teams should document the measurement system and distinguish platform-reported results from independently verified business outcomes.