For more than 100 years, cost per thousand (CPM) pricing has controlled how advertising was bought and sold and how different media properties were compared. However, with the growth of real-time advertising over the past few years, there is a significant opportunity for advertisers to reach more targeted viewers, gain efficiency and improve ROI.
In this webcast, Chris Martellotti explains why real-time buyers should consider shifting their focus from cost per impression to a more conversion focused metric. And subsequently, why some should explore changing their fundamental unit of pricing from CPM to cost per action (CPA). This webinar also helps buyers understand if they're actually ready for CPA buying and provides advice on how to get started.