Cost Per Related Audience

Nice thought from Ajit at Open Gardens

Cost Per Related Audience Which follows on from the beginning o our discussion which started as cost per relevant audience.

Ajit writes

The mathematical theories underlying social networks have existed for some time now. Also, online social networks have become mainstream. However, the applicability of the advertising model to social networks remains the missing link – the solution of which is commercially very significant especially if it is computable as a metric.

In a nutshell, we need a set of quantifiable advertising metrics (like CPM) - applicable to social networks. In previous blogs, I discussed the calculation of Personal CPM. In this blog, we discuss the idea behind Cost per related audience(CPRA). CPRA involves the concept of identifying a set of related profiles within a social network by navigating the social graph. Consequently, the advertiser would ‘buy’ advertising against a set of profiles through a metric called Cost per related audience. Further, reputation within the social network can be used to further refine the results. All the above factors are quantifiable within a social network - (including reputation) – and thus we can create a truly useful metric that can benefit advertisers

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