it is a universal indicator, serving as a common currency in settlements between ADVERTISERS and PUBLISHERS, especially in the area of ​​PROGRAMMATIC ADVERTISING. Also used in analytics to compare the effectiveness of individual advertising activities within an Internet campaign. For example, we have a SEARCH ENGINE campaign, where we pay for the number of clicks (CPC), and a DISPLAY-TYPE PERFORMANCE CAMPAIGN, where we pay for an action (CPA). To compare the cost-effectiveness of these two campaigns, we convert them to eCPM. In a free market economy, this function is played (approximately) by the US dollar. See also COST PER THOUSAND IMAGES. [eCPM = total campaign cost ÷ total ad impressions x 1000].

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