Via Seth Godin.
Internet advertising is so cheap (particularly Facebook and run of site network buys) that just about anyone can afford a million impressions, and a billion isn’t out of reach.
Pretty soon it turns into noise. An infinite number of impressions is dangerously close to no impressions at all.
The conversation media reps have with advertisers quickly devolves into, “how cheap can I buy a million impressions?” What a waste. That number, out of context, is nothing but a crutch, a poor stand in for the insightful analysis that media buyers ought to be using.