One-off sales give way to recurring charges, so payouts stretch over time.

Buyers complain about longer holds, but total payout per lead is 30–60% higher.

What this changes

The change affects everyone buying traffic in this direction: some setups will need rebuilding, others simply move to a neighbouring GEO.

Networks have already started sending buyers updated requirements for creatives and landing pages. The transition window runs to the end of the month.