Harvard Business Review

OCTOBER 28, 2015

At a medical device company, a brand manager was examining a chart of daily traffic to his website. For someone responsible for a website’s traffic, the scale and swiftness of the drop should have made him gasp, but the manager nodded knowingly. Their honey pot is the $50-billion-a-year market for digital advertising.

CPM 8

CPM Advertising Marketing Supply Chain 8

Harvard Business Review

AUGUST 10, 2016

Because a CMO can argue that they paid low cost-per-thousand (CPM) rates on their ad buy. But trafficking in low CPMs has become dangerous. The survey showed that because of the industry’s lack of transparency, just 12% of buyers feel comfortable with the current display-advertising model.

Cost 8

Cost Price CPM Audience 8

Harvard Business Review

NOVEMBER 3, 2014

Over a century ago retail and advertising pioneer John Wanamaker said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” And since you usually pay on a CPM basis, you get tons of free impressions. Today smart marketers do know which half isn’t working. So it can be complicated.

Technology 9

Technology Marketing Company CRM 9

Harvard Business Review

NOVEMBER 3, 2014

Over a century ago retail and advertising pioneer John Wanamaker said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” And since you usually pay on a CPM basis, you get tons of free impressions. Today smart marketers do know which half isn’t working. So it can be complicated.

Technology 8

Technology Marketing Company CRM 8