Audio: Hear Why The Financial Times Adopted Cost-Per-Hour Ad Metrics
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Many publishers have decried the pageview as an insufficient metric for measuring audience engagement. Leaders from Condé Nast, Hearst, and ALM have indicated that returning visits, scroll-down, and shares are much better indicators of a reader’s interest and more accurate benchmarks of content quality. Yet, though many editorial teams have deemphasized the pageview, most publishers continue to charge advertisers based on the deeply entrenched CPM impressions.
It’s time sales teams leave behind the pageview too, says Brendan Spain, U.S.
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