Question: A cosmetic company noticed that its cost per mille (CPM) increased by 20% from October to December last year while running an awareness campaign on Pinterest with video and static creative. It is now reconsidering running a similar campaign this year and wants to understand what could have driven the higher CPM. What is the most likely reason for the higher CPM?
- More advertising inventory available during the period of the campaign
- New creative assets were refreshed every week after monitoring creative performance
- Increased engagement on the brand's page
- The time of the year the campaign ran
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