How does GPO work?
GPO provides advertisers and media with specific, contractual goals. This gives both the ability to forecast revenue and locks in costs. Here’s an example: Station WAAA is paid $25,000 in advance to deliver 1,000 calls/leads within 120 days. If only 900 calls/leads are received in 120 days, $2,500 is either returned to the advertiser or held as a credit against a future campaign. If 1,000 calls are received in 95 days, the campaign is closed.
