Thank you Dayna Moon, for the inspiration.
“Efficiency,” in mechanical terms, means the ratio of the useful work performed by a machine to the total energy expended to do that work. In digital marketing terms, “efficiency” should mean the ratio of business outcomes to total money spent to achieve those outcomes. Unfortunately “cost efficiency” has come to mean simply “low cost.” Media agencies have been touting “cost efficiency” as the key benefit of using programmatic ad tech to buy and place digital display media. And who doesn’t love a good deal, or low prices, as it were?
But of course there’s a catch, as with anything that’s too good to be true. How can there be continuously more ad impressions to buy, while the CPM prices go lower and lower? As far as I’m aware, the number of humans on earth hasn’t exploded recently and the amount of time they