Re: ONLINE-ADS>> Order conversion

Brian Monahan (brianm_at_leftfield.net)
Tue, 8 Sep 1998 19:29:37 -0500 (CDT)

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jgehman_at_creativelabs.com wrote:

> Reports are circling from multiple sources that $1 CPMs
>are a major reality. Hmmm, perhaps CPM should stand for cost per
>million? $500 CPMs anyone?

It is interesting that in a reality where there is superfluous
inventory, people would be surprised or even alarmed by a declining
exchange rate. Perhaps the online advertising industry should follow
Russia's lead and simply devalue the currency units. (Somewhere there
is an Econ professor turning in her grave).

One idea may be to make the "Ms" in CPM stand for "sessions" rather than
"page views". Let's admit the limited value of a mid-session page view
and consider a standard that makes it easier to control
frequency-to-individual-people like we have in other media.

What is there to lose? Advertisers get more bang for the buck.
Publishers get a way to create scarcity that will eventually drive up
prices.

Brian Monahan
brianm_at_leftfield.net

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