"Measuring podcast success and setting advertising rates on a faulty CPM formula built on an inflated unit of measure could lead to serious consequences — maybe even an analytics bubble." ...

Buying ads on a CPM basis may seem like a bad idea as it makes sense to pay for performance. Buying on a CPM basis gives you leverage however which means ...

Selling ads on a CPM basis is advantageous to website owners as you can then guarantee some revenue. It makes sense to sell ads on a CPM.