Some people don't seem to understand that advertising is also about brand awareness. I've seen that damn "evony" or "ebony" or whatever it is free mmorpg ad all over the place, but have never clicked on it.
I'm sure that, eventually, I will check it out. This isn't because of ONE website that I have seen the ad on, it is because I have seen it everywhere.
The value (at least in some cases) is in LOTS of impressions. The CPM model will probably never die (and IMHO, this is a good thing).
You are missing the point. CPM != Brand Awareness. The author's main point is that paying for impressions leads publishers to drum up loads of garbage impressions. If there was a better way to measure and pay for brand engagement, then publishers would be incentivized to increase that.
Some people don't seem to understand that advertising is also about brand awareness. I've seen that damn "evony" or "ebony" or whatever it is free mmorpg ad all over the place, but have never clicked on it.
I'm sure that, eventually, I will check it out. This isn't because of ONE website that I have seen the ad on, it is because I have seen it everywhere.
The value (at least in some cases) is in LOTS of impressions. The CPM model will probably never die (and IMHO, this is a good thing).