I have come across a few sites that covered the recent white paper by Pontiflex wrong and I need to get it off my chest. First, let me tell you a little bit about the white paper. Pontiflex took a years worth of data from over 700 publishers and multiple verticals with the goal to determine the average costs per lead for each vertical. If you ask me, I think this is pretty interesting information, but their was a level of clarity that was left out of the white paper that caused a little bit of confusion.

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