Metrics and measurement
Cost per mille (CPM) is what an advertiser pays for a thousand views of its ad, whatever the number of people who click it.
It exists to compare the price of advertising space across channels: it states what it costs to be seen, while what being seen is worth sits in other indicators.
An example
A retail chain compares two platforms and finds the same cost per mille. The decision moves elsewhere, onto which of the two brings people who then walk into a store, because the price of visibility is identical and the value of what follows is not.
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