Ad effectiveness: It’s time to move on from obsessing over CPMs and focus on the human equation 

CPM is a “race to the bottom” when it comes to price, and while no one wants to pay over the odds, the old ways of working no longer translate effectively into today’s media currency.

In this day and age the lower the CPM, often the more the inventory is exposed to viewability and fraud issues. While pitches continue to be won and lost over who can buy the cheapest, advertisers should demand metrics that favour quality and performance over volume or price.

Read more: Ad effectiveness: It’s time to move on from obsessing over CPMs and focus on the human equation | The Drum