Cost Per Mille Viewable Impressions (vCPM) is a digital advertising metric used to calculate the cost of a thousand viewable ad impressions. In online advertising, an “impression” refers to displaying an ad to a user on a webpage or within an app. However, not all impressions are seen by users, as they might be below the fold, hidden by other content, or appear outside the screen’s viewable area.
vCPM considers the viewability aspect by calculating the cost per thousand impressions only for viewable. It helps advertisers understand the cost of reaching their target audience, with ads more likely to be seen.
The formula to calculate vCPM is:
vCPM = (Cost of the Campaign / Number of Viewable Impressions) * 1000
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