Who Rules the Web Now?
Harvard Business Review
FEBRUARY 22, 2011
Our audience was composed of C-level digital executives from nearly a hundred major media brands. They're out to kill the cost-per-thousand or CPM-based ad sales model. Instead, each possesses a wealth of user information to target ads to individual consumers on a cost-per-click (CPC) or cost-per-action (CPA) basis.
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