It turns out that SOA 2.0 might actually have been intended to be SOA 0.002 and it was simple mathematical error.
Following the logic “Do the Math” on this advertisement I was able to unravel this long-standing much debated mystery – http://www.integratedmar.com/gartner/itcv/admailer/ITCV-admailer_090806.pdf
Reference:
3,394,000 impressions at a cost of $7,950 would net the cost per impression at $0.002342368886269888037713612256924, not $2.34
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