AdBrite Predicts a 50% Shift to CPC

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AdBrite CEO Iggy Fanlo predicts that within 6 months, half of their ad inventory will be sold on a cost-per-click (CPC) basis instead of cost-per-impression (CPM).
AdBrite serves 25 BILLION ad impressions per month across 85,000 sites. Average CPM is between 50 cents and $2.
This isn’t surprising. CPM ads have been generally looked upon to serve a brand awareness function, creating an ROI that is near impossible to track. Direct-response CPC is much more straightforward.
AdBrite laid off 40% of their staff in October.