AdAge :: For squeezed publishers, a bit of good and bad news: CPMs, the rate advertisers pay for 1,000 impressions, will rise more than 75% over the next five years, so far the good news. The bad news is that this CPM increase will be largely driven by adoption of the "viewable impression" standard, where advertisers pay only for for ads that are visible on the screen.
A report by Jason Del Rey, adage.com
Estimate from Forrester
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