Who Rules the Web Now?

Harvard Business Review

Adding a profile on Facebook has little to no impact on Facebook's operating costs. 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. Rayport is an Operating Partner at Castanea Partners , a Boston-based private equity firm focused on retail, information, and marketing services, and was formerly a faculty member at Harvard Business School.

CPM 12