Blog: cpm

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Kill the CPM, not the messenger

Sep 25 2009

At the conclusion of Ad Week, Shelby Bonnie, former CEO of CNET and Chairman of the IAB, makes a bold statement. The CPM model is flawed. Now that Shelby is no longer beholden to his stockholders it's time to kill the CPM...before of course, it was almost time but not really because CNET was already in trouble and struggling to sell a whole bunch of new brand format ads to make the internet seem more like television and keep the CPM alive. While I actually don't disagree with his logic...especially the part about there being no natural constraint online as there is with tv, print, and radio causing impressions to be essentially meaningless these days...he offers no real solutions in his scathing assessment of this enormous industry crutch. 

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