Advertising has been around for over a hundred years with a new swath of advertising platforms coming into play over
the past few years. The promise of advertising is to weave a brand’s impact and equity into people’s lives and therefore their minds.

Metrics to track advertising’s effectiveness have become a required part of the advertising process with a
variety of metrics: eCPM, oCPM, vCPM, ROI, GRP, promising to track the impact of ad dollars spent. To
really measure the impact of advertising, one must start with what ads in any form are meant to achieve.
The goal of advertising is to increase positive impressions of a brand as well as consumer’s awareness of
the brand.