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CPM can be useful to approximate broader brand advertising. Companies like Coca-cola, Budweiser and GM want people to see their ads a certain number of times,
by mathattack 10y ago
CPM can be useful to approximate broader brand advertising. Companies like Coca-cola, Budweiser and GM want people to see their ads a certain number of times, in order to develop lifetime habits. It's not about specific clicks, or even immediate purchases. CPM is the best way to approximate this.
Of course the end goal is what you mention: sales leading to profits.