What you can order, and how it is counted.
Form WT‑2 · formats and payment models
Three lists: how the invoice is counted, what the traffic looks like when it lands, and the two axes you aim it on.
01Counting
Payment models
CPC and CPM are the standing models. The action-based ones are agreed per campaign, in writing, before anything is served — that is what “by arrangement” means here.
- CPCCost per click
- You pay for each click delivered to your destination.
- CPMCost per thousand impressions
- You pay per thousand impressions served.
- CPA / CPI / CPLCost per action, install or lead
- Available by arrangement — the terms are set before the campaign, not after it.
02The families
Ad formats
Seven families. Where the brief for your campaign needs something that is not listed, ask on the order rather than assuming the answer is no.
- BNRBanners
- VIDVideoPre-roll, post-roll, infomercial, promo
- CTXContextual links
- SPNSponsored pages and articles
- POPPopups
- NATNative placements
- MOBMobile
On all seven: targeted by geo plus niche or interest, counted by CPC or CPM — CPA, CPI and CPL by arrangement — and refused on the same three rules.
03Targeting
Two axes, both yours to set
United States and international traffic are both available, and both are set on the order rather than picked for you. The limits apply to every format alike.
- Axis oneGeo
- United States, a tier, or the specific markets you sell into.
- Axis twoNiche or interest
- What the audience is supposed to already care about.
04File
Name the family on the order
Form WT‑1 sets geo, niche, model and volume with plates. Name the family you want on its last line — “Anything else on the order” — and the quote comes back against it.
WT-2formats
Order this format