Making the case for higher CPM rates, better clicks

01/26/2009 | Advertising Age (tiered subscription model)

Publishers and media agencies, faced with declining CPM rates, need to make the case that it's the quality of the clicks that matter to marketers, according to this article. "We don't retain clients by saying we got a 20% drop on CPM but because we say look at that reach, that ROI and the business result," said Julie Coulton, SVP-director of digital media at Mullen.

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