Mobile CPMs are Meaningless

Posted by & filed under Marketing, Measurement, Mobile, Technology.

The CPM is a wonderful metric – terrific for translating advertising impressions into clearly defined costs, making it simple to compare average expenditures by channel, publisher, daypart, demo… you name it. While looking great on spreadsheets, no doubt to the delight of accountants everywhere, CPMs in their current form are absolute poison to emerging mobile… Read more »