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19 January 2021
CPMs under the attention spotlight
Viewability
Online video effectiveness
YouTube
New research shows that the traditional, impression-based cost per thousand (CPM) does not always correlate with the level of visual attention given to a channel or platform.
By combining attention data from TVision and Lumen with media cost data from Ebiquity, a study found that some CPMs – most notably Facebook in-feed – exceeded performance from an attention standpoint.
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