Hi there,

A marketer buys a mobile channel on CPM, so on paper the seller carries no performance obligation. In practice the buyer is running the numbers anyway, holding that channel to the same return targets as the ones bought on performance, and adjusting the budget accordingly.

Our new research with Datum Intelligence confirmed this: Over a third of the 166 agency and brand leaders we surveyed said accountability is identical regardless of payment model. Learn more in our new report, “Transparency, Not Reach, Now Decides Where Mobile Budgets Go,” available now.

GET YOUR COPY

Enjoy!
Chris Wood
Analyst
EMARKETER

Created in partnership with Datum Intelligence.