CPM (Cost Per Mille)
The most basic form of advertising billing where advertisers pay per 1,000 impressions
Traditional Background
CPM has been the cornerstone of advertising since the early days of print media and radio. Publishers could easily count circulation or listenership, making it straightforward to price advertising inventory. The model gained massive adoption because it's simple to understand and implement - advertisers know exactly what they're paying for (eyeballs), and publishers have predictable revenue streams.
Web3 Evolution
In web3, CPM remains dominant across 90% of platforms due to its simplicity and how it heavily favors advertisers. Unlike traditional media, web3 CPM offers no guarantee of results beyond views, making it a low-risk option for advertisers but potentially wasteful spend. The transparency of blockchain technology hasn't yet pushed most networks beyond this basic model, though it creates opportunities for more sophisticated pricing like CPTx.
Current Challenges
CPM in web3 suffers from the same issues as web2 - no accountability for actual results. With web3 users being highly cautious about clicking links due to security concerns around wallet custody, CPM becomes even less effective as a conversion driver compared to CPC or performance models.