There are a lot of reasons that CPM advertising can suck. In a post on TechCrunch this weekend, Shelby Bonnie, the co-founder and former CEO of CNET discusses many of them.
Because of CPM’s many faults, he makes the argument that online publishers and advertiser simply need to “kill the CPM“. In other words, go cold turkey on selling ads on a CPM basis. What to replace it with? We’ll figure that out later.