Harvard Business Review

AUGUST 10, 2016

Throughout the customer journey, marketing both changes brand perception and awareness and drives sales. Too often CMOs succumb to the pressure to keep costs down at the expense of their brand’s health or product sales. Because a CMO can argue that they paid low cost-per-thousand (CPM) rates on their ad buy. This matters.

Cost 8

Cost Price CPM Audience 8

Rajesh Setty

DECEMBER 4, 2008

We decided to avoid CPM (cost-per-impression) based advertising as it is difficult to measure the ROI. Co-branding , of course is an out-of-the-box feature. In the interim we might also look at piloting an Affiliate Marketing Strategy. We built our product with full API support and we may “ open source&# a piece of it.

Blue Ocean Strategy 30

Blue Ocean Strategy CPM Licensing Open-book 30

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. In effect, they are turning online advertising into a lead generation play to deliver better ROI for marketers. Why did Google spend $750 million for AdMob?

CPA 15

CPA CPM Advertising Disintermediation 15