Let’s Kill The CPM
We have a problem, folks. And I, for one, think we should start to fix it by killing off the CPM, once and for all. Why is the CPM such a problem? If you pay for impressions, you get impressions. All impressions are not created equally. There is no natural constraint . TV, print, and radio can only put so many ads within their product. But on the Internet, that is not the case. With such a glut of impressions from all media and the number of impressions with which people are bombarded with every day, it just doesn’t matter anymore. Senior marketers get it, but there is a whole infrastructure built around the CPM. All the good, creative thoughts get boiled down into spreadsheets. The ultimate losers are the users. They get a lot of bad content and bad ads. They are literally overrun by ads all day. via Let’s Kill The CPM .
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