For many years, CPM (‘Cost Per Mille’, otherwise known as cost per thousand as a dollar value) has been a staple metric used to calculate media efficiency and develop media plans.
That’s all well and good. But as we move into a carbon constrained future, there’s a growing argument which holds that the carbon cost of communication will become a much more important consideration in media planning and buying.
Read the full article on the TrinityP3 website >