1994 – Display Three years after the internet is “invented” by Sir Tim Berners-Lee, US Telecoms company AT&T run the world’s first digital display advert (above). Metric: CPM (Cost per mille) Methodology: Adverts are sold on a CPM basis by calculating the cost of an ad divided by the audience size. Analysts measure the amount of impressions served, even though a 14© 2013 Adobe may Incorporated. All Rights Reserved. or clicked on it. user Systems not have seen Adobe Confidential.