Advertisers reluctant to use streaming media because of the difficulty of tracking its effectiveness may now be able to take the plunge. Now is certainly the winter of dot-com discontent. While the harsh climate eventually will thaw, many in the online world are out in the cold. Funding is scarce.
Profitability is always several fiscal quarters away.
It s more important than ever to know where your money is going. A certain number of ads are clicked on for a certain amount of money. The CPM model may not be the most efficient, but it guarantees a method for keeping track of expenditures. With so much on the line, it can be extremely risky to invest valuable ad dollars in a system in which each dollar cannot be tracked and monitored. Advertising on streaming broadcasts, for example, could be effective, but it s extremely difficult to gauge the amount of money being spent on each impression.