Measurement

eCPM — Definition & Explanation

Effective Cost Per Mille — the actual revenue a publisher earns per 1,000 impressions, calculated across all demand sources and deal types. eCPM = (Total Revenue / Total Impressions) × 1,000. The primary metric for comparing monetization performance.

How eCPM Works

eCPM aggregates revenue from all sources — open auction, PMPs, programmatic guaranteed, direct deals — and divides by total impressions including unfilled. It's the single most useful metric for evaluating overall monetization performance.

Why eCPM Matters for Publishers

eCPM is the primary benchmark for publisher revenue health. Stellor Media's yield optimization targets eCPM improvement across all inventory segments, not just peak placements.

Frequently Asked Questions

What is a good eCPM for a publisher?

eCPMs vary by traffic geography and content type. US Tier 1 publishers typically see $2-8 eCPM for display; premium placements and video can reach $15-40+.

How does eCPM differ from RPM?

eCPM is per 1,000 impressions. RPM (Revenue Per Mille) is per 1,000 pageviews, which includes fill rate effects and the number of ad units per page.

How can publishers increase eCPM?

Through competitive header bidding, viewability optimization, content quality improvement, dynamic floor pricing, and adding premium ad formats like video.

Related Terms

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