It could better be written as "Effective CPM". Also, the completion % is an assumption. If I take 10% completion rate, it is still higher than AdSense CPM rates and at par with other food blogging ad networks. For providing an ad free experience, it still seems worthwhile.
matheweis|10 years ago
This is the much more interesting bit. It would still be super interesting to follow through and find out what the actual completion rate was.