World Association of Newspapers and News Publishers


Ad metrics: is it time to leave the impression behind?

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Ad metrics: is it time to leave the impression behind?

This was done without much consideration for the consequences, and according to the article, has “distorted and perverted” the digital publishing industry, for example by prioritising scale at the expense of quality long-form content.

Publishers are now increasingly replacing impressions with a time-based currency to sell their advertising space. One of the most notable examples is the Financial Times, who uses cost per hour instead of the industry standard CPM, or cost per mille (thousand). FT is now leading a group of 30 companies that are trying to build support for using time-based currencies to sell ads.

Moving from impressions would mean rethinking "20 years of inertia and billions of dollars in infrastructure built to transact on impressions", the article notes, so any agreement on a new standard would be "a mammoth undertaking" indeed.

Author

Teemu Henriksson's picture

Teemu Henriksson

Date

2016-04-29 12:38

Author information

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