Commentary

The Case For CPEM: Cost Per Effective Impressions

Have you been basing your ad buys on “effective cost per thousand impressions,” or eCPM? The problem with using eCPM is that, while the cost may be effective, the impressions themselves aren’t necessarily so.

Wouldn’t it make more sense to use “cost per effective impressions,” or CPEM?

To arrive …

2 comments about "The Case For CPEM: Cost Per Effective Impressions".
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  1. Jeff Bander from Sticky, May 23, 2012 at 11:48 a.m.

    The new standard called "realCPM" will be announced at ARF in June. Instead of paying for viewable, pay for what is actually seen. Exciting! Get a sneak preview at www.realCPM.com

  2. Stephen Saper from IBB Consulting, March 29, 2017 at 10:59 a.m.

    THanks Ran -- This is very interesting. Do you have a point of view on how impact might be calculated? Audience x Frequency make perfect sense.

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