Paying for “Viewability” is a Scam

By Estefan Albeiro In online advertising, there is a supposed metric called “viewability.” Of course, businesses who advertise want 100% viewability. The higher the viewability rate, the higher the CPM. Viewability should measure how effective ads campaigns are, right? Wrong. El Toro is out to prove that “viewability” is nothing more than a way to trick marketing directors into rationalizing wasted dollars. Viewability should NEVER impact CPM, because it is not an accurate metric. If...

What is CPM and How Do You Calculate It?

Understanding CPMs When purchasing a planned media buy, a term that you will encounter often is “CPM.”  Those unfamiliar with the CPM model sometimes mistakenly think that the “M” in “CPM” stands for “million”  while in reality the “M” stands for the Roman numeral for “thousand” (1,000).  So “CPM” literally means “Cost per thousand.” Calculating CPMs When calculating CPMs there are three numbers that you will continually use: Total number of impressions The CPM itself...