Cost Per Lead Advertising (CPL) is a form of performance-based advertising and is common in affiliate marketing. In this payment method, the Advertiser only pays the Affiliate (also referred to as a Publisher or Lead Seller) for the leads generated by the ads. CPL is based on the consumer completing a form (such as subscribing to an email newsletter). CPL has a lower financial risk for the Advertiser, compared with CPM (Cost per Thousand impressions) and CPC(Cost Per Click) where the Advertiser still pays even though there may be no tangible results from their advertising dollars.