Mobile CPM measurement standards are essential

There is no question that push media metrics such as cost-per-click (CPC) and cost-per-thousand (CPM) are valuable measurement tools. But mobile measurement can accurately tackle “place” of engagement, “quality” of engagement, “duration” of engagement, and the Holy Grail of “conversion” to high ROI destinations . . .

http://www.mobilemarketer.com/cms/opinion/columns/4317.html