What is vCPM?
vCPM, or viewable cost per mille, is the cost per 1,000 viewable impressions. To find it, divide your ad cost by the number of viewable impressions, then multiply by 1,000.
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How to calculate vCPM
Divide your total ad cost by the number of viewable impressions, then multiply by 1,000.
Why vCPM matters
Not every impression gets seen. An ad placed far down a page may load and be counted without ever appearing on screen. vCPM shows what you pay for impressions that had a chance of being seen.
Some platforms let you buy on a viewable basis, so you pay only for those impressions. In that case vCPM is the price you agree to.
vCPM versus CPM
CPM divides cost by all impressions, and vCPM divides it by viewable ones only. Since viewable impressions are fewer, vCPM is equal to or higher than CPM for the same spend.
That higher number isn't necessarily worse. It can be a more honest price for ads that people had the chance to see.
How viewability is measured
A viewable impression meets a standard for how much of the ad appeared on screen and for how long. Standards come from industry bodies and vary by format, and measurement vendors apply them.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
What does vCPM stand for?
vCPM stands for viewable cost per mille. It's the cost per 1,000 impressions that met a viewability standard.
How do you calculate vCPM?
Divide ad cost by viewable impressions and multiply by 1,000. For example, $5,000 spent on 175,000 viewable impressions is a $28.57 vCPM.
Is vCPM always higher than CPM?
For the same spend, yes, or equal if every impression was viewable. Fewer impressions are counted in the divisor, so the result is higher.
When should I use vCPM?
Use it when you want to compare the cost of impressions that were actually viewable, or when a platform sells on a viewable basis.
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