What is eCPM?
eCPM is a normalized way of expressing advertising revenue relative to one thousand impressions. It gives publishers a common basis for comparing inventory yield.
Why eCPM is useful
Total revenue can increase simply because traffic increases. eCPM helps separate traffic growth from improvements in the value generated by each impression.
What can influence eCPM?
Inventory value can vary based on demand, audience, geography, placement, device, format and traffic quality.
- Advertiser demand
- Inventory placement
- Audience relevance
- Geographic mix
- Device mix
- Traffic quality
- Competition between buyers
Improving yield
Improving eCPM is usually a process of understanding which inventory attracts valuable demand and improving the quality and presentation of that inventory.