In an article on TechCrunch Shelby Bonnie, the CEO of Whiskey Media and co-founder of CNET, lays out an argument that publishers and buyers reliance on CPMs is stifling creativity. The language gets pretty inflammatory at times but isn’t entirely unconvincing.

“OK, Advertising Week just ended… does anyone else feel like the online advertising industry is the orchestra, playing on while the Titanic is sinking?

We have a problem, folks. And I, for one, think we should start to fix it by killing off the CPM, once and for all.”

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