Beyond CPM and CPC: Determining the Value of Users on OSNs
Not all of the over one billion users of Online Social Networks (OSNs) are equally valuable to the OSNs. The current business model of monetizing advertisements targeted to users does not appear to be based on any visible grouping of the users. The primary metrics remain CPM (Cost Per Mille - i.e., thousand impressions) and CPC (Cost Per Click) of ads that are shown to users. However, there is significant diversity in the actions of users - some users upload interesting content triggering additional views and comments leading to further cascades of action.