If you answered that you do
not have enough information to make a decision, you are correct.
Without taking into account the cost per thousand for each project,
comparing click-through rates is completely useless.
The addition of the CPM data
leads to a more complete picture. However, in its present form
the information is still difficult to compare. By introducing
adjusted click-through rates, we can present information we can
act on. Adjusted rates simply take into account the CPM of each
project, using the highest CPM as the basis for the comparison.