It is also useful in evaluating campaign performance.
Seeing as some agencies have been using qCPM (quality CPM) or Valuable CPM (VCPM) for some time now, this article states the benefits of using this metric. Currently, companies making use of qCPM are Hearts & Science, Adlicious in Europe, Parsec Media’s Adelaide and Essence.
qCPM only counts impressions that are viewable, have optimal frequency, with on-target delivery, and are brand-safe. It allows buyers to get high-quality but low-cost ads. The companies currently using qCPM do so to evaluate campaign performance.
The metric is also useful in increasing programmatic budgets and avoid ad fraud. The article states that qCPM allows for an “apples-to-apples” comparisons between programmatic campaigns and direct buys with a publisher.
[6 minute read]