It is reported that John Muszynski, the CEO of ad-buying giant Starcom, declared at a recent Cabletelevision Advertising Bureau conference, that Starcom is abandoning traditional cost-per-thousand (CPM) advertising models based on the delivery of audience impressions. He wants to move toward “pay-for-effectiveness” models that reward media outlets for delivering consumers who are more engaged with his clients’ messages.

Unless he was just pandering to an audience that thinks it can deliver more engaged consumers than broadcast TV, this might be the magic moment the internet has longed for since 1995. It means that somebody truly important -- in control of hundreds of millions of dollars in ad spending -- is acknowledging that the internet has forced traditional media to live by the same performance standards by which online is measured.

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