Discussion: CPM and RTB Models
For decades, cost per thousand (CPM) pricing
has controlled how nearly all advertising is bought and sold and how different
media properties are compared. While a focus on CPM-based buying also provided
a foundation for the first decade of online display growth, it is now
preventing the online advertising industry from realizing the full potential of
what may be one of its biggest game changers—real-time bidding (RTB).
