It depends what media type you’re talking about (audio, video, display, …) - $6m/100m is $60CPM (‘cost per mille’), which is certainly above the odds for similar ‘premium video’ advertising, but only by maybe 2-5x. For other media like audio and display the CPMs can be quite a bit lower, and if you’re just looking to reach ‘someone, somewhere’ you can get a bargain via programmatic advertising.
I happen to work for a major demand-side platform in real-time ad buying and I’ve been wondering if there might be a way to efficiently do good this way. The pricing can be quite nuanced. Haven’t done any analysis at this point.
It depends what media type you’re talking about (audio, video, display, …) - $6m/100m is $60CPM (‘cost per mille’), which is certainly above the odds for similar ‘premium video’ advertising, but only by maybe 2-5x. For other media like audio and display the CPMs can be quite a bit lower, and if you’re just looking to reach ‘someone, somewhere’ you can get a bargain via programmatic advertising.
I happen to work for a major demand-side platform in real-time ad buying and I’ve been wondering if there might be a way to efficiently do good this way. The pricing can be quite nuanced. Haven’t done any analysis at this point.