Re: ONLINE-ADS>> Mechanical Clicks

Craig Swerdloff (cswerdloff_at_cliqnow.com)
Fri, 6 Jun 1997 14:03:41 -0400

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I suspect the CPM model for measuring results will disappear as marketers
demand a measurable return for their advertising dollar.

Can't agree with that one. Some campaigns will surely demand a measurable
return or generated sales, but branding is still a part of many a marketing
mix. I can not even agree that CPM is not measurable. There are ways to
inflate the number of impressions, or CTR's or anything else. A different
method of reporting can lead to very different results. It is the job of
the savvy media buyer to be able to see through inflated numbers and
compare results across many different site or network buys.

Craig Swerdloff

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