Off the Media

Chasing Ghosts: ‘Attention Minutes’ Are Voodoo, CPM is Still What Counts

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Though we often criticize sites like Huffington Post and Buzzfeed for their do-anything-for-clicks mentality, deep down we know it’s not really their fault. It’s the advertisers who also make this trade lucrative. The way publishers see it, they are just fulfilling a need.

I’ve been there myself. I know that pageviews are a terrible metric for measuring “quality”—I’ve compared it to the military measuring success by bodycount. But what else is there? Read More