The CPM Deception

When you decide to advertise your business online you must make several decisions to try to monetize traffic. Among them there are several options available, the best known are CPC, CPM and CPA.

In this post we will talk about the CPM (or Cost per thousand impressions), a metric that represents the cost generated per thousand impressions of the ad. Of course, they are not literal impressions, but the number of times that certain advertising was (in theory!) Displayed to the public on the Internet. CPM is used in branding campaigns, for example, whose objective is to increase the brand awareness of a company or product. It is also a strategy that is indicated for medium and large companies, with a well structured marketing sector and clear strategy.

But this metric has many problems that are not seen:

1) Unlike TV or radio ads, in that there is a third company that validates that the ads are actually broadcast, in eESA there is no validating entity. The contractor must rely on what the supplier company says, since it is she who controls where it is exposed and how many times the advertising is exposed.

2) The CPM charges the same if the client does not see the advertising. A fairly common example: if the ad is at the bottom of the page and the user does not browse the entire page, it will be considered seen, and therefore, charged. (The vCPM offered by Google ads is a bit better, since it charges for the ads that are actually seen on the page.)

3) There are many companies that provide CPM ads for blogs and content pages such as propellerads.com, Chitika.com, Media.net, Adsterra, conversntmedia.com, evenuehits.com, Adcash.com, Exponential, Criteo, Adsense and La Most of these ask almost nothing for a blog to be approved, which already generates some distrust.

But this would have almost nothing wrong, if the other end did not exist. Companies that get paid for browsing, and generate page view. For this there is a site where one pays and they perform many pageview of different user agent and IP.

But this would have almost nothing wrong, if the other end did not exist. Companies that get paid for browsing, and generate page view. For security reasons I will not mention them, but only HyphBot costs the industry 1.2 million USD per day.

Conclusion: The worst thing that companies that pay for advertising do nothing, or believe that it doesn’t happen to them because it is Latin America, and it is estimated that the Spanish pages have 70% more attacks than those of English.

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