The media buyer’s goal is to deliver the most effective advertising campaign possible working within the budget defined for the campaign. 
A variety of concepts and formulas are used in the planning and buying process for different advertising media. These calculations and figures are signals that point to the best media buy based on budget, audience, and goals.
At its most basic level, all that media math points to three key concepts in advertising and marketing:
The media measurement CPM provides a central framework for thinking about the traditional and online advertising opportunities available in a local market, making it easy to plan and measure media for a multichannel campaign.
CPM provides a way to measure audience size and cost, and compare that data across advertising schedules and media channels.
Learn how to use CPM as the common denominator in your media buying, and check out some sample formulas for converting traditional media measurements to CPM.
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