Cost per lead (CPL) marketing is coming of age with an increasingly amount of publishers waking up to the fact that CPL is not a replacement for CPM or is any way a lower class advertising channel. They come from different budgets, do different things and can be placed using different inventory. CPL ads provide a steady stream of leads of people interested in your product/service for future follow-up whereas CPM display is best placed to generate publicity, brand build or acquire customers online in that instant.
Getting the mix right is key for the publisher to maximise monetisation from their media and CPL is certainly more palatable than the 100% publisher risk that pure cost per acquistion (CPA) offers.
I look forward to continuing working with new publishers who last year would have turned their noses up at CPL deals but now recognise the role of performance advertising in the marketing mix.