CPM, or Cost per Mille, refers to the cost of one thousand ad impressions. It’s a pricing model used in display, video, and social advertising where advertisers pay for visibility rather than clicks or conversions. CPM is ideal for campaigns focused on brand awareness rather than direct response.
For example, a CPM of $10 means you pay $10 every time your ad is shown 1,000 times. While this doesn’t guarantee interaction, it provides predictable reach and helps marketers compare costs across platforms. CPM often varies by audience quality, placement type, and format — premium publishers and high-performing audiences command higher rates.
Optimizing CPM means maximizing attention per impression. Creative quality, targeting precision, and frequency management all influence impact. Low CPM is not automatically better if the impressions lack relevance or engagement.
Used strategically, CPM campaigns lay the foundation for recognition and trust — the top of the marketing funnel where awareness is built before intent ever forms.
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