Pay-per-View (PPV)

Pay-per-View (PPV) is a billing model in digital marketing and media marketing where costs are incurred only when a user actually views a specific ad or media offering. Unlike pay-per-click (PPC), this model focuses not on interaction but solely on visibility—an ad is considered “viewed” when it has been fully displayed for a specified minimum duration.

This model is frequently used in video marketing, livestreams, webinars, or exclusive media content. Especially in the area of event streaming, such as sports broadcasts or concerts, PPV is a common approach: users pay for access to specific content—individually and not as part of a subscription. In advertising contexts, PPV is mainly used in display or video ads, where pure visibility is measured as a performance metric.

One advantage of pay-per-view lies in its simplicity and clear metric: advertisers only pay when their ad is actually viewed, allowing greater control over budget use and visibility. For publishers, this model offers predictable revenue per delivered content—regardless of whether the user clicks or not.

However, PPV requires precise definitions of what counts as a valid “view.” Factors such as visibility duration, placement within the visible area, and interactivity influence the evaluation and can vary by platform. Combined with data-driven targeting and reliable tracking, pay-per-view is a precise tool to purchase reach and visual contact—especially where attention is the most valuable currency.