A direct response advertiser is primarily interested in generating conversions from a Display campaign. To get a potentially better return on investment, this advertiser should use:

• target cost–per–acquisition (CPA) bidding
• viewable cost–per–thousand impressions (vCPM) bidding
• cost–per–day (CPD) bidding
• cost–per–click (CPC) bidding

The correct answer is:

• target cost–per–acquisition (CPA) bidding.