Glossary entry
What is CPM (Cost Per Mille)?
CPM is the cost per 1,000 ad impressions. It's the standard pricing model for awareness, video, and display campaigns where the goal is reach rather than clicks. CPMs range from $1 (display retargeting) to $40+ (premium CTV inventory).
When CPM is the right model
Use CPM when (1) you're optimizing for reach or frequency rather than clicks, (2) you're running video campaigns where view-through matters, or (3) you're buying programmatic inventory where the auction is impression-based by default (DV360, most DSPs).
vCPM and viewable CPM
Viewable CPM (vCPM) bills only for impressions that meet the IAB viewability standard (50% of pixels in view for 1+ seconds for display, 2+ seconds for video). It's the honest version of CPM and the only metric advertisers should accept for premium spend.
How to keep CPM efficient
Avoid the cheapest inventory tiers (they're cheap because they don't perform), use frequency caps (3 to 7 per user per week is the sweet spot for most verticals), and refresh creative every 2 to 4 weeks to fight creative fatigue.
How Unled Network helps
For programmatic and CTV at scale we operate DV360 agency seats with access to premium publisher inventory. Managed Campaigns covers Meta and Google awareness budgets.
Related Unled Network services
Frequently asked
CPM or CPC?
CPM for reach and video. CPC for performance. Display retargeting often uses CPM because the audience is already qualified.
What's a normal CPM?
Display: $1 to $5. Social video: $4 to $15. CTV: 0 to $40. Premium news: $30 to $80.
Does CPM include fees?
Reported CPM usually does not. Add ad-server, DSP, and data fees on top - they can add 15 to 30%.
Why is my CPM rising?
Election cycles, Q4 retail surge, or you've narrowed targeting too much. Audience expansion usually drops CPM.