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Study: CPA Marketers Could Pay Twice for One Conversion

Published on June 12, 2006
Media Buyers who purchase network ad inventory on a cost-per-performance basis could be paying more than once for the same customer, MediaPost reports. A study by aQuantive's Atlas of 10 campaigns, involving 49.4 million impressions, that ran last October and November found that different ad networks frequently take the credit for the same customer who converts.