Comments on: Page Views And CPMs Are Suppressing Online Advertising Growth and Innovation

By: The Ad Allergy Manifesto « Ad Allergy

The Ad Allergy Manifesto « Ad Allergy — Sat, 15 Mar 2008 23:17:38 +0000

[...] The page view-driven online advertising economy is suppressing online advertising growth and innovat… [...]

By: It’s All Relative » House of Naked

It’s All Relative » House of Naked — Fri, 27 Jul 2007 02:01:21 +0000

[...] But what is a site with few visitors to do? Is it less valuable? The answer is no: It’s actually more valuable to advertisers, but less valuable to the publisher (from a purely monetary standpoint). Being able to efficiently target an audience is worth a lot of money, however, if a site or other niche property doesn’t have big numbers it may not be able to survive the CPM game. Instead of thinking about other ways to add value, however, most just end up folding. That’s sad. While I don’t have a definite answer for how to fix it (Google figured out one way, job boards are another interesting one), it’s clear that Scott Karp is right when he says page views and CPMs are suppressing online advertising. [...]

By: Scott Karp

Scott Karp — Thu, 26 Jul 2007 18:41:47 +0000

Doug,

My math assumes that all newspaper online ads are sold on a CPM basis, which as you point out they are not. The point of the math was to put into perspective the issues with valuing the aggregate page views as reported by the NAA.

By: Steve Boriss

Steve Boriss — Thu, 26 Jul 2007 15:26:07 +0000

Whenever online sites are pushing total page views, they are playing to the strength of the high-traffic mass media, although even they may not be able to generate these numbers for long on a converged web. What online sites will increasingly offer is an ability to deliver relatively pure audiences of good sales prospects. The age of online specialization is about to begin, and that will drag new advertising metrics along with it (Steve Boriss, TheFutureOfNews.com)

By: Doug Cress

Doug Cress — Thu, 26 Jul 2007 15:24:58 +0000

“Looks like newspapers are indeed monetizing their page views at an average rate of $30 per thousand ad impressions”

Does this factor in revenues from online classifieds (which are not sold on a CPM basis).

By: Rob

Rob — Thu, 26 Jul 2007 12:48:59 +0000

Agreed. You and I know that (as do some others), but from a sales persepctive those “learning the ropes” should not be confused… the word “hit” still gets put out there by some of these folks!

By: Scott Karp

Scott Karp — Thu, 26 Jul 2007 12:25:41 +0000

Rob,

While it’s true that every ad doesn’t load on every page, ad impressions are still a function of page views, i.e. more page views = more ad impressions. You could easily derive an average impressions per page that accounts for the issues you mention.

By: Rob

Rob — Thu, 26 Jul 2007 12:08:56 +0000

You say: “Page views are still the currency for online display advertising” and then say: “most display ads still being bought on the basis of CPM, or cost per thousand ad impression.”

That’s two different metrics – a page view and an ad impression. Albeit simila, page views and ad impressions will not be the same considering caching issues, load time and user click activity.

By: Pajamas Media

Pajamas Media — Thu, 01 Jan 1970 00:00:00 +0000

Billions of Pages, But Who’s Reading? Scott Karp takes on the evils of charging for online ads by page impression. “Page view-driven advertising is a product of Internet 1.0 advertising, which was modeled after traditional media advertising. … The page view/CPM advertising economy is a raw volume

By: Martin Stabe

Martin Stabe — Thu, 01 Jan 1970 00:00:00 +0000

Publishing 2.0: Page Views And CPMs Are Suppressing Online Advertising Growth and Innovation

By: tmonkeylog

tmonkeylog — Thu, 01 Jan 1970 00:00:00 +0000

by a dynamic marketplace for keywords, was a BIG idea. Behavioral targeting might prove to be a another big idea. But it’s going to take a lot of big ideas for the online advertising economy to cast off the page view/CPM albatross. [IMG ] [IMG] (via tmonkey’s starred items in Google Reader)

By: Noah Brier dot com: Carefully Curated Since 2004

Noah Brier dot com: Carefully Curated Since 2004 — Thu, 01 Jan 1970 00:00:00 +0000

about other ways to add value, however, most just end up folding. That’s sad. While I don’t have a definite answer for how to fix it (Google figured out one way, job boards are another interesting one), it’s clear that Scott Karp is right when he says page views and CPMs are suppressing online advertising. That’s because everything is relative.[IMG]

By: tadej's tumblelog

tadej's tumblelog — Thu, 01 Jan 1970 00:00:00 +0000

Page Views And CPMs Are Suppressing Online Advertising Growth and Innovation » Publishing 2.0

By: Newspaper Death Watch

Newspaper Death Watch — Thu, 01 Jan 1970 00:00:00 +0000

newspaper websites will need nearly 2 trillion ad impressions

By: Lucas Grindley's blog | Exploring the new way for journalism

Lucas Grindley's blog | Exploring the new way for journalism — Thu, 01 Jan 1970 00:00:00 +0000

I know of no ad-serving system prepared to work within either of these models. Someone better get moving. Nielsen won’t be the last group to stop counting page views. Next come advertisers. RELATED: Online publishers need to stop selling space Page views and CPMs are suppressing online advertising growth and innovation AOL buys Tacoda An interview with Tacoda’s Larry Allen

By: David Black

David Black — Thu, 01 Jan 1970 00:00:00 +0000

Page Views And CPMs Are Suppressing Online Advertising Growth and Innovation » Publishing 2.0