Why cost per minute?

For half a century or so, media advertising has been sold on the basis of impressions... Even after media started moving online, this practice continued, with many publishers and advertising companies measuring results by traffic or unique visitors, or in some cases by clicks. Some media outlets are pushing for better metrics, however, and one of the newest candidates is the amount of time that a visitor is exposed to an advertisement.
--- Fortune May, 2015 Know more

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