The case I am making is I believe Google & Facebook mix "active" and "non-active" users to create an artificial stream of users such that paying by impression is always worst than CPC.
Sorry man, but you're not experienced enough to make these claims. Search, display, and social are entirely different channels and have completely different strategies. Display is for awareness, you shouldn't be trying to get clicks.
You get charged for misclicks so maybe that's what you are seeing. But cpm bidding generally isn't for driving traffic anyways. Cpc is usually more expensive because it is way more targeted and is intent based.
Correct, this is not a statistical trial or anything official. In fact, my data is not significant. After years of using Google and Facebook ads that I have never seen CPM out beat CPC.
