1樓：RainMan
CPM stands for cost per one thousand impressions, or cost per "Mille," which is Latin for thousand. This metric is used by publishers to define and segment their audience and put a measurable value on it. eCPM is a different metric, used by advertisers to determine the "Effective cost per thousand impressions," or the revenue generated from a thousand impressions of a particular advertisement.
eCPM is used as an ad performance metrics, while CPM is used as a reach and pricing metric.
The calculation for eCPM is "Total Earnings/Impressions x 1,000." This will tell you how much revenue you get per thousand people who view the ad. For example, if an ad produced $30 in revenue, after serving 50,000 impressions, the eCPM would be:
30/50,000 = .0006 x 1000 = .6.
This means that the advertiser can roughly expect to make .60 on every 1,000 impressions of that advertisement they purchase.
Below is a sample of how CPM pricing is calculated. If an advertisement's price is $10 CPM with one million impressions, you would perform the following calculation: 1,000,000 impressions/1,000 (CPM) = 1,000 groups of 1,000 viewers.
1,000 groups of viewers x $10 each = $10,000. CPM is only able to put an estimated value on the audience, from a publisher's standpoint, and does not factor in revenue to the advertiser.
CPM is a metric that has been used for decades in the print publication world, and is also used to price online ad space. However, eCPM is a metric exclusively confined to the online advertising world. The technology required to track users from ad to purchase exists only online.
The revenue obtained, a critical factor of eCPM, cannot be determined with print ads.
In theory, eCPM is a far superior metric than CPM, especially for direct response campaigns or to show returns on investment. However, there are other forms of advertising which spread brand awareness and do not necessarily offer an immediate opportunity to purchase an item. In these circumstances, it is best to use CPM.
2樓：弋痕
effective Cost Per Mille 和 Cost Per Mille。
eCPM表現出了產品的盈利能力.
CPM是一種計價方式。
3樓：王明雨
CPM是一種計價指標，直白點來說就是千次展示需要付多少錢。
eCPM是衡量廣告效果的指標，比如對於Publisher來說，可以知道某個廣告位的效果怎樣。
CPM，eCPM對於Advertiser和Publisher來說其實都需要了解和關注，使用過一兩次廣告平台就知道具體是怎麼回事了。
eCPM影響最終收入，但沒有必然聯絡，有的時候eCPM高，但是因為fill rate低，impression少，收入反而會少。
4樓：違反廣告法已重置
CPM代表「按千次展示付費」這種廣告形式：廣告主在制定乙個廣告計畫時，設定其願意為千次展示所付出的費用，在廣告實際獲得展示時，為廣告的每次展示付費。
eCPM是用來廣告發布商評估CPM形式廣告收益能力的一項指標。表示實際或者估計的千次廣告展示可以獲得的廣告收入，千次展示的維度可以在網頁上，也可以在廣告位或者單個廣告上。這個概念是在廣告發布商側的。
前者是廣告形式，後者是資料指標。並不是直接對等的概念。
以上內容為摘抄
如果是手機廣告方面的，現在手機廣告行業cpm都是從cpa轉化的，cpm只是名義上是cpm，實際都是要看效果的。
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