LETTER: Not All Sold on CPM

Share this article:
"Pay for Performance Gains on CPM" gives an excellent overview of this topic, which I feel is currently the hottest issue in online marketing.


I'd like to comment on the statement made by John Davis that, "[The big players in the space are] making a load of money on CPM deals. CPM deals are the most efficient way for vendors to make money."


From my experience, this is inaccurate, as PlanetFeedback structures all of its online advertising on a pay-for-performance basis, including ads on several of the largest portals on the Web.


He is correct that sites would rather sell and almost always make more money on a CPM deal. However, Web sites have little choice but to compete with lower cost alternatives, especially when, in most cases, a majority of their inventory goes unsold.


• Rob Bunting


PlanetFeedback Inc.


rob@planetfeedback.com
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.