• by John Capone , February 24, 2010

In the traditional world the value of media is dictated by it's scarcity, says Adam Gerber, CMO of Quantcast. "The difference in this space is every client has hard metrics they can measure. And they can, depending on their inventory, decide if it's worthwhile to pay the asking price for a CPM."

"There's no data, only bad price-points," says Greg Skipper of Advertising.com. With the right data, a one penny CPM is worth a penny, and the data made it possible to determine this.

Does this frighten publishers? Yes.

CORRECTION: The quote, "There's no data, only bad price-points," had been incorrectly attributed to Darren Herman. The attribution is now correct.