Most advertising is valued on the basis of CPM, or cost per thousand consumers reached, but Ferrazzi favors a different metric: cost per thousand minutes of engaged time with a brand.

FORBES: Marketing

Ad prices in cost per thousand impressions (CPM) and cost per click (CPC) were both far lower on Facebook than on the Web.

FORBES: Facebook And The Web: A World Apart, At Least For Retargeted Ads