qCPM is emblematic of the state of online advertising. qCPM stands for quality cost per mille. It is used interchangeably with vCPM – valuable cost per mille. The implication being that normal advertising impressions are tainted.
Tainted by advertising fraud, click bots, bad neighbourhoods and faulty data. What other industry would sell its seconds products as the norm?
Things are going to get worse. Privacy settings and ad blocking is creating biases in audience data that will only get worse with time.