How an impressionable media industry fell in love with fraud
December 17, 2013: 5:00 AM ET
In order to keep the market for the main currency of advertising liquid, the digital industry has created a system that relies on advertising fraud.
By Joe Marchese
FORTUNE — Ask someone who doesn’t work in advertising what it means to “make an impression,” you will likely get a reasonable response like “to do something that someone remembers.” However, inside the advertising industry, the definition of “impression” is not nearly as simple. Why? Because if you run an advertisement on TV, radio, or print, you have never been able to tell exactly how many people those advertisements really made an “impression” on. How many people looked up at a particular billboard? How many people paid attention to the TV during the commercial? So what media companies have historically measured — and sold — is really the potential to make an impression. This system worked because marketers could make estimations on how many people might actually see their advertisements and over decades figured out the real value of these “potential impressions.” From this history came the cost per thousand (potential) impressions, better known as CPM in media industry. The CPM market was astonishingly effective, and large, to the tune of trillions of dollars. It drove the creation of major brands and subsidized the creation of the news and entertainment content people love. Read more of this post