I'll probably quit doing this too

» Let’s Kill The CPM

rickwebb:

This is a great article and the subject of a talk I gave at the US Headquarters of The Economist last week. This reminds me I need to go and post that! CPM. God. Most depressing thing ever.

While I generally agree with this position, my biggest problem with this TC post is when people make assertions like this:

First, just stop using the CPM. Yes, it will break every model and process that the industry holds dear, but we need to get rid of the crutch. The ensuing turmoil will bring creative thinking, new ideas, and entrepreneurial passion.

Frankly, I’m just tired of this reliance upon “creative thinking, new ideas and entrepreneurial passion” because it’s a gigantic and incalculable risk (not to mention being part of the chorus of platitudes espoused in this industry).

Sure, thanks to the Ad Networks and Exchanges CPMs are “slowly approaching zero,” but it’s not going to disappear. SORRY DUDE, people are still going to buy it, sell it, and everyone is STILL going to pretend that its effective and confuse themselves with reporting metrics (not to mention the discrepancies!)

Of course, that’s not what we’d LIKE to be doing, but publishers and media buyers don’t really have a choice - custom creative takes a ton of time, has built in development costs, and can rarely be replicated after execution. Let’s work towards a solution and get rid of the ad networks (first) before we totally destroy the CPM. In the end its much fairer than the CPC, CPL, CPA models and at least people who genuinely generate readership/interest are eating.

“Display advertising saves lives people. Tell a friend.”