Martin Wawrzyczek

Last week, Shelby Bonnie, former CEO of CNET wrote a great guest piece for TechCrunch, where he suggested killing off CPM as a measurement for online advertising. I'd go even further, and suggest that the obsession with CPM has seriously harmed online advertising. The key point is the one that Bonnie makes first: if you pay for impressions, you create incentives to get impressions. But impressions, by themselves, are not particularly useful, especially when everyone making those impressions ignores the advertisement itself.

Source: Tech Church

Tags: martin wawrzyczek | wastage | ROI | measurement | CPM | online advertising