The Enduring CPM and its Discontents

The Internet is a breeding ground for unlimited punditry, and the pundits are almost always wrong – as in the area of Internet advertising in which self-proclaimed seers declare the demise of the CPM, the fundamental unit of measurement in Internet Advertising.

The world has changed, they say, and advertisers/marketers want action and engagement, not just impressions. In this “theory,” the CPM is dead, but the CPC, CPL, and CPA are alive and kicking.

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Romi Mahajan is President of KKM Group, an Advisory company focused solely on Strategy and Marketing in the Technology, Media, Agency, and Luxury Goods sectors.

Posted in Branding, marketing strategy, QuestionPro