Digital Advertising Beyond the Impression | eMarketer
The baseline metric for pricing and measuring digital advertising—the served impression—has shaped digital media for more than two decades, as explored in a new eMarketer report, “Attention and Engagement Metrics: Going Beyond the Impression”.
A history of ever-decreasing CPMs for display ads meant that publishers had to achieve massive scale to deliver enough impressions to make money from digital. This led to creating clickbait, slideshows, unskippable pre-roll video ads and other content that was hard to avoid but also frequently low quality.
“The CPM model that has valued consumer time is at such a low rate that people are being bombarded with ads all the time,” resulting in the rise of ad blocking and people opting to pay a premium for ad-free experiences, according to David Levy, co-founder and COO of digital video ad tech provider true[X].