Glossary/Adtech & Programmatic/Viewable CPM (vCPM)
Adtech & Programmatic
Viewable CPM (vCPM)
A pricing model or metric based on cost per thousand viewable impressions rather than all served impressions.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Appears in Lesson 8 of Programmatic 101
Short answer
Viewable CPM (vCPM) is a pricing model or metric based on the cost per thousand viewable impressions rather than all served impressions. Advertisers pay only for ads that meet viewability standards, such as the Media Rating Council definition. It shifts value toward inventory with real exposure and helps compare placements of differing quality.