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Article Excerpt
It seems that CPMs, (cost per thousand impressions), that time-honored benchmark used to set pricing rates for advertising, have been around, well, forever, or at least since Gutenberg invented movable type. But in a world where b2b media has become convulsed by changes (i.e. the meteoric rise of digital/social media extensions) and fragmentation, do CPMs, particularly as they apply to digital programs, still provide value?
For Adam Kleinberg, CEO of Traction, an interactive agency that has placed media in b2b and b2c magazines such as Internet Retailer and Fast Company, CPMs are tragically archaic when it comes to...
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