Cost per mille (CPM) expresses ad cost per thousand recorded impressions. Realised average CPM divides cost by corresponding impressions and multiplies by one thousand. Viewable CPM uses a different counting basis: viewable impressions under the relevant rules.[1] State currency, period and impression definition.
Use CPM to compare the price of comparable exposure, not to prove customer reach or sales. Repetition can increase impressions without much new reach. Do not silently mix served and viewable impressions. With no impressions, realised CPM cannot be calculated.
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Compiled with AI assistance using public sources. General explanation, not individual legal or tax advice. Describing a concept does not mean Zoloo offers it as a feature.