Quote:
Originally Posted by NewNick
Bullshit.
CPM is a license to make up any stats you like.
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I think you should view CPM as an opportunity. Most networks will base the CPM rate on what the average CTR is. If you can create an above average CTR banner, you reap the benefits of not being penalized for having a banner that surfers respond to, while lowering your CPC rate. What it does prevent is being able to submit a banner that says "don't fucking click me unless you really really intend to buy and not charge back" which is why in a CPC based system, ideally the banners would be ranked by CTR an it would knock any low CTR banners down.
Are there flaws with CPM type traffic? Of course there are. Most significantly is there have to be safeguards in place ie. frequency capping. So that you aren't burning traffic on the same surfer, who has no intent to click your banner or buy your product. And if you have a banner that a surfer finds uninteresting, it effectively jacks up your CPC rate. But for the most part, CPM is the easiest, and most fair method of delivering traffic for both the Advertiser and the Publisher.