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There are two types of digital media buying: direct media buying and programmatic media buying. These Facebook advertising acronyms are pretty useful to know in today’s increasingly complicated social media marketing environment, and they’re just the tip of the iceberg. Have a question about CPM, CPC, and CPA? Shoot us a note! Personalized Optimization Media Buying Tips every week. Here’s another term often connected to direct media buying: performance marketing. However, media buying isn’t performance marketing per se, which is usually based on clicks, CPC (cost per click), and sometimes PPC (pay per click). Last but not least – Cost per Installation! What is CPI marketing? CPI is a media buying method where advertisers (quite often app developers) only pay if their application has been downloaded. Many if not most app business owners and app marketing managers are choosing CPI advertising over other paid marketing models.