You're absolutely right about our initial business model. We marketed 'activity campaigns' as an adjunct to traditional online 'ad campaigns.'

Instead of providing CPMS, we sold to Cabot based on a "CPA" model (clicks per activity).

We saw early that this pseudo-ad model would provide us with a nice small chunk of change, but would be mostly a biz-dev company and challenging to scale.

As a result, we're pivoting and moving towards a CPA2 model, where CPA = completions per action (this is where verifying the user has completed an action becomes vital).