Web ads generally are sold at a cost per thousand based on impressions--every time a page with an ad banner is seen. Web CPMs at major sites generally range from $10 to $80. But P&G wants to buy Web advertising based on how many times an ad is clicked. Under that model, the marketer would pay only when someone sees an ad on a Web page and also clicks on it to jump to a P&G site. Click rates for banner ads are as low as 2% on some sites.
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