Glossary/Adtech & Programmatic/Effective CPM (eCPM)
Adtech & Programmatic
Effective CPM (eCPM)
Revenue or cost per thousand impressions calculated across any pricing model, used to compare CPC, CPA, and CPM performance on one basis.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Appears in Lesson 3 of Programmatic 101
Short answer
Effective CPM (eCPM) is the revenue earned or cost paid per thousand impressions, calculated regardless of the actual pricing model used. It is computed by dividing total revenue or cost by impressions and multiplying by 1,000. eCPM lets publishers and advertisers compare CPC, CPA, and CPM campaigns on a single, consistent basis.