20 nanos can match one macro's reach at 40% lower CPM

20 nanos can match one macro's reach at 40% lower CPM

Reach-equivalent cost, nano cohort vs single macro.

— 1 macro (800k) CPM $9.8 ████████████
— 20 nanos (~40k each) CPM $5.9 ███████

The nano route wins on cost and on trust-per-impression, but it carries ~5x the coordination overhead — 20 briefs, 20 invoices, 20 timelines. The saving is real only if you have the ops to manage it.

So what: aggregate nanos when you have managed-roster tooling; otherwise the labor erases the CPM edge.

Benchmark: n=42 matched reach campaigns, CPM + ops cost, 2024.