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].
eCPM (effective CPM)
by mwierzbicka | Apr 13, 2021 | advanced | 0 comments