A content website such as Substack knows its advertising CPM and expected ad revenue.

“You know, uh, you know, uh, I think, I think it's in a world where it can get very simple. You know, a, a, you know, most like... Since, like, a content website, like a Substack, you know, they know what their CPM, uh, is for how much money they should be making on ads, uh, uh, um, for that site.”