1 - that transfers all risk from the advertiser to the publisher. Did the advertiser's creative not perform? Bad targeting? It's now the pub's problem. 2 -

1 - that transfers all risk from the advertiser to the publisher. Did the advertiser's creative not perform? Bad targeting? It's now the pub's problem. 2 - brand advertising isn't really meant to create clicks, but rather a positive impression of a brand. eg those cute cheerios ads or the xmas polar bear coke ads.