Maximizing internet advertising efficiency

Date of publication: November 1, 2000


Everybody counts 30-day cume audience, or Reach, in website tracking. These estimates indicate the number of unique individuals who could be reached at the site, but fails to describe the audience actually reached by any particular advertising campaign. Furthermore, as these estimates do not sufficiently indicate the frequency of the target group reached via ads, the amount spent in CPM (Cost per Thousand) to reach the targeted audience is unknown. This paper proposes various ways to understand behavior by demographics and help advertisers calculate CPM.

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