Just looked at the CPQ MilliCent explanation at the link given below. Really recommend it.
millicent.digital.com
Here is a sample of the content.
Victor
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Making Advertising Better
For people who understand, tolerate, or enjoy advertising, MilliCent can be used as a big carrot to further flavor the soup. As we demonstrate on this site, advertising rebates can be made available directly to readers that click and go to an advertiser's website. In the world of online advertising, this is known as a click-through.
A direct consumer rebate creates a win/win/win scenario for everyone. Readers actually get something (a monetary reward) based on nothing but curiosity. The advertiser gets more traffic to their website, as consumers have a greater incentive to click and explore. And the online publisher wins too. By passing on some of their advertising revenue to the consumer, they are able to demand higher advertising rates.
What's more, the rebates are optional. Readers that use MilliCent can accumulate these rebates and apply them towards content purchase. Readers that don't use MilliCent enjoy the same familiar experience provided at any advertising-sponsored website. Click on the ad, go the the advertiser's site.
"Making Advertising Go Away
For people who hate advertising and feel that it waste what little bandwidth they have with today's Internet, MilliCent can be used as a for-fee advertising filter. If the consumer feels there is extra value in advertising-free content, publishers can use the system to provide this filtering service for a small fee. As long as the small fee is greater than the publishers per-impression advertising revenue per page, they come out ahead.
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