And they’re unlikely to change that any time soon. It might seem like a bit of stretch to determine that as being genuinely visible, but this is how Google charges for impressions on their Display Network. But what actually counts as viewable?Īccording to Google, an “viewable” impression counts as 50% of your ad being visible on the user’s screen for one second or more. It’s a proprietary metric created by Google intended to reassure advertisers they’re only spending money on ads that customers can actually see (i.e. Viewable CPM (vCPM) stands for cost per thousand viewable impressions. CPM is how much it costs to put your ad in front of 1,000 people.Īnd if you’re wondering, mille means one thousand in Latin (why marketers are still using Latin, we’ll never know). billboards).īecause the cost of a single impression is so low, most advertisers tend to focus on cost per mille (CPM) instead. In this article, we’re focusing on cost per impression in the context of digital advertising, but it’s worth mentioning it’s also used in other sectors like publishing, TV advertising, and physical display advertising (e.g. Even if they didn’t pay attention to it, if your ad appeared on their screen you’ll still be charged a very small fee. What is Cost Per Impression & Cost Per Mille (CPM)?Ĭost per impression represents the amount of money you spent to display your ad to a single person online.
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