Some of you may have to reach back into the recesses of your minds and look behind doors that haven't been opened since your sophomore year in high school, maybe even seventh grade science class. It is no other than Gregor Johann Mendel, the 19th century Austrian monk, that I'm referring to. He's the guy who discovered and experimented with heredity and genetics. Most stringently defined as an offspring that is a cross between different species, genera, or, in rare cases, families, a hybrid can also be a cross between parents of different subspecies or varieties of a species. They occur in nature, where they serve the important and some might say essential evolutionary function of increasing genetic variety.
Hybrids are the impetus for evolutionary change, almost always for the better.
I'm talking about committing the hybrid buy. Or what I'd like to call from this point forward, the Mendel. A CPC buy is the next most common. The CPM buy really places all of the risk and exposure at the doorstep of the advertiser. The CPC places the onus on the strength of the creative but shares much of the risk with the publisher.