Measurement
Viewable CPM (vCPM) — Definition & Explanation
A pricing model where advertisers pay only for impressions that meet viewability standards (50% pixels in view for 1 second). vCPM buying incentivizes publishers to optimize ad placements for viewability.
How Viewable CPM (vCPM) Works
Under vCPM, advertisers set bids based on their target cost per viewable thousand impressions. The SSP or ad server only charges when the viewability threshold is met, passing the measurement risk to the publisher.
Why Viewable CPM (vCPM) Matters for Publishers
As vCPM buying grows, publishers optimizing for high viewability will command premium rates. Stellor Media helps publishers maximize viewable impressions to capture vCPM demand.
Frequently Asked Questions
How does vCPM affect publisher revenue compared to CPM?
vCPM typically results in higher revenue per viewable impression but lower overall revenue if viewability is low. Publishers with 70%+ viewability benefit from vCPM buying.
What is the relationship between vCPM and CPM bids?
A $5 vCPM bid is equivalent to roughly $3.50 CPM at 70% viewability. At 90% viewability, the same $5 vCPM generates $4.50 effective CPM.
Can publishers avoid vCPM buying if their viewability is low?
Publishers can set floor prices in CPM terms, but vCPM-focused buyers will discount bids for low-viewability inventory regardless of CPM pricing.
Related Terms
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