CPMs reflect a medium's perceived value. While other media like television have experienced significant growth over the past ten years, "ours" has completely nosedived over that same time period.

Content marketing is not a new tactic. From the days of advertorials in print, to content hubs built by online publishers, to brand integration within programming on television and digital media, brands have long recognized that content can often be more powerful than advertising to deliver a story. But content marketing is undergoing a revolution as brands move beyond "one-off" executions to full-blown continuous storytelling. When a brand is in a position to capitalize -- in real-time -- on the lights going out at the Super Bowl, we've reached a new level of marketing agility and impact.