Hypertargeting means higher CPMs for Web publishers

01/14/2008 | Adweek

The average Web CPM is $2.50 -- about one-tenth of what a similar placement in a printed newspaper would cost -- according to a report by Merrill Lynch. But with the advent of superior targeting, Web publishers will be able to lure marketers who want to appeal to audiences with specific interests or demographic characteristics, and who are willing to pay a premium for the opportunity, this article says.

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