Everything You Need to Know About the Cost Per Mille (CPM) Pricing Model

Introduction: What is CPM and How Does it Work?

CPM stands for Cost Per Mille, which is a pricing model used by advertisers to pay for impressions. This model allows advertisers to pay a fixed rate per thousand impressions of their ads on websites or other digital platforms. The goal of CPM is to ensure that the advertiser gets the maximum ad exposure while also paying the lowest cost possible. In the Clickadu ad network, you can choose CPM among many price models.

CPM works by calculating how much it would cost an advertiser to deliver one thousand impressions of their ad. It then multiplies this amount by the number of impressions they expect to receive, giving them a final cost for their campaign.

By using the CPM price model, advertisers can be sure that they are getting the most bang for their buck when it comes to advertising online. CPM Rates differ based on the type of website you are advertising on. For example, Google charges an average of $26.17 for a CPM on their network and $3.05 for a CPM on Facebook ads.

One of the strategies used to price internet ads is CPM. The cost-per-click (CPC) pricing model is an additional one where the advertiser is charged each time a website visitor clicks on the ad. Pay per click and cost per click are similar terms (PPC). When an advertiser uses a cost per acquisition (CPA), they only pay when a website visitor buys something after clicking an ad.

The Pros and Cons of Using a CPM Model for Online Advertising

The cost-per-thousand (CPM) model is an online advertising method that has become increasingly popular in recent years. It is a pricing model that allows advertisers to pay for every thousand impressions of their ad. While the CPM model can be an effective way to reach potential customers, there are some pros and cons associated with it. This article will discuss the advantages and disadvantages of using a CPM model for online advertising.


1. Inexpensive:
CPM is a relatively inexpensive method of presence when compared to other advertising methods. Depending on the marketing objectives, CPM advertising is not all that expensive. An advertisement may occasionally merely want to increase its web visibility. In this situation, CPM is a fantastic approach to spreading the word without significantly reducing your advertising budget.

But the goal is merely to increase views, not to spur response to the advertisement. This indicates that you have no problem with views without clicks. It works for some commercial objectives; it all depends on the advertising technique you need to use.

2. Brand Awareness:
CPM can effectively raise brand awareness among new and potential customers. It offers a low-cost method of participating in brand promotion. When your trademark, logo, or product is visible on a popular website, it makes an impression on the viewers.

It is money well spent even if advertisements are just presented without actually needing any action from the visitor. Building brand awareness is a crucial element of effective marketing initiatives that later call for a particular response from consumers. Customers who consistently encounter a brand are more inclined to act on it.

3. Number of Impressions Promised:
With this model, advertisers are promised a specific number of impressions that are specifically directed at their niche audience. CPM is a terrific technique to determine how many times your audience views your ad when you promote it on a website that you know is loaded with people from your target market. You will be able to determine how many individuals attended that site and saw your message.


1. Unknown Traffic Quality:
One of the biggest drawbacks of implementing CPM is that the traffic quality cannot be verified. This makes deciding whether the displays are effective difficult. Although it might have a lot of traffic, that does not simply mean that it is good traffic.

It is crucial to note that the views do not originate from Internet robots or repeated views from the same visitor, as was previously noted, but rather from new visitors. Advertising using a cost-per-click system is quite different because you can see who is responding to your ad. Instead, CPM occasionally makes marketers wonder where their money is going in marketing.

In the Clickadu ad network, this won’t be a problem, as you can always integrate a tracker, API, and postback to track the performance of your campaigns.

2. Fraud and Inaccurate Statistics:
With CPM, there is a high chance of fraud impressions, which is when your advertisement is shown to the same person several times. You wind up paying the same sum, and it’s difficult to determine how many displays are viewed by new traffic.

As a result, your data are inaccurate for analyzing your outcomes. Accurate analytics are an essential part of advertising operations. Technology is currently being developed to improve this aspect of the CPM model.

In Clickadu we have an experienced moderators team, bot, and fraud filters. You can be sure you’ll get the best traffic and maximum possible clean advertising feed.

3. Cannot Measure Actions or Clicks:
The advertisers may be unable to determine the number of “action takers” or the number of people clicking on a specific ad since the statistics may have faulty readings.

If the advertisement just aims to promote the brand, this might be OK. If there is a “call to action,” CPM is generally not the best strategy to use. If you want page visitors to click on the ads you’re advertising, the “pay-per-click” option is a preferable model. All models have advantages and disadvantages, depending on your business needs.

How to Calculate Your CPM Rates

Calculating your CPM rates is an important step in determining the success of your online marketing campaigns. By understanding the cost per thousand impressions (CPM) of each ad, you can better understand how much money you are spending on each impression and make more informed decisions about where to allocate your budget. In this article, we will discuss how to calculate your CPM rates and how to use them to make more effective marketing decisions.

First, you will need to know how much your advertising campaign is worth in CPMs. Take the total amount of money you want to spend on your advertising campaign and divide it by 1,000. This will give you the CPM value of your campaign. For example, if we wanted to spend $100 on an advertisement, we would divide 100 by 1,000 and get a CPM rate of 10 cents per ad impression.

If our goal is to increase our revenue over time from advertising campaigns, then we should set up a goal for increasing the number of impressions per day or month. Anyways, you can always contact your Clickadu manager to give you a hand with any issue you may face.

What are the Average CPM Rates per Country?

CPM, or Cost Per Mille (or Thousand), is a metric used to measure the cost of online advertising. It is calculated by dividing the cost of an ad by the number of impressions it receives. Knowing the average CPM rates per country can help businesses make more informed decisions regarding their digital marketing strategies.

CPM depends on the quality of traffic, conversions, GEO, and many different factors. But you need to test our system for a few days to see your average CPM. The approximate CPMs for main GEOs can be found below, divided by ad formats, as Clickadu has 7 for promoting your offers.





Video Pre-Roll:




Guidelines for Publishers to Raise Average CPM

CPM (Cost Per Mille) is one of the most popular models for monetizing online content. It can maximize your profits by allowing you to charge advertisers for every thousand impressions your content receives. With a CPM price model, you can generate more revenue from ads without increasing the number of visitors to your site.

This makes it an attractive option for businesses looking to increase their profits while still providing quality content. In this paragraph, we will discuss how you can maximize your earnings with a CPM model and some tips on getting the most out of it, and the tips are kindly brought to you by the Clickadu publisher’s team.

Use Header Bidding

We are all aware that, when used properly, header bidding may increase publishers’ CPMs by up to 50%. In this scenario, header bidding presents a strong argument for all publishers to implement it in their ad stack. Therefore, the sooner publishers start using header bidding—if they haven’t already—the more their CPMs will increase.

It’s crucial to improve the configuration for header bidding after you get going to receive the most revenue possible. Publishers must go above and above to remain on top of things now that most publishers are using header bidding.

Using Prebid as your header bidding wrapper and experimenting with server-side header bidding are two major adjustments you may make. In addition, selecting header bidding partners is a procedure that should be carried out with full knowledge of your goods.

Boost Ad Visibility
One of the main recommendations for raising the average CPM is to increase ad viewability. The amount of metrics that advertisers now take into account while examining an inventory has expanded. Ad viewability is one criterion, along with brand safety, brand mentions, return on investment, and others.

Lower CPMs will continue to be an issue if your ad unit or inventory isn’t reporting a high ad viewability rate. Here are some quick pointers for publishers:

  • Try to speed up page load time. Frequently, if a page loads slowly, advertising will likewise render slowly, preventing users from registering an impression. Publishers can also use slow loading to solve issues further.
  • Prepare your website for a mobile-first world. More and more people are using their phones instead of desktop computers to browse the internet. So registering low CPMs won’t be possible if the ads aren’t mobile-optimized.
  • Test various ad locations and layouts on the website.

Pick Effective Ad Formats
The significance of selecting the appropriate ad formats for the website has already been discussed. Publishers must consider the viewpoint of the user. The following formats are options that publishers can try out:

Video ads make more sense if the website offers more video content because the user favors videos.

Banner Advertisements: If a website is primarily text-based, banner ads are the best option. Any other type of advertisement (apart from native) will divert the user’s attention and ruin their experience.

Native advertisements: Native advertisements have the same appearance as the website’s content and are frequently included seamlessly. They frequently have a high CPM because of the minimal user interruption.

Popunder: doesn’t interrupt users at the moment and can be a gold mine for some verticals. Popunders has great CR and a large traffic volume but tough competition in the market.

You can try any of Clickadu’s ad formats and check if it works for your purposes. Don’t get rid of any of them, and perform more testing.

Survey of Traffic Sources
Last but not least, publishers must regularly assess their traffic sources to improve the quality of visitors to their websites. A web analytics provider like Google Analytics can be used for this.

A publisher should seek solutions if they are experiencing a lot of bot traffic. It makes sense to spend on sponsored advertisements to gain premium traffic if a publication is Indian yet targets customers in the USA.

Additionally, time must be invested in keyword research and acquiring appropriate users through keyword targeting for publishers who heavily rely on search traffic. The average CPM can easily be raised when the traffic is relevant and valuable.


In the Clickadu ad network, you can choose many price models such as CPM, CPC, SmartCPM, and SmartCPA. If you are still considering two major ones – either CPM or CPC price model, here are some tips for you to make the right decision.

Think About the Company’s Creativity
The CPM price model could be very cost-effective if you have skilled creative people developing your ads because you could make up for the lower guaranteed clicks with an eye-catching design. If not, you can employ CPC to ensure ad interaction. Evaluating and choosing the optimum fit for a marketing effort is essential.

Establish Your Campaign’s Goal
Increasing brand recognition and promoting limited-time deals are important goals for advertising efforts. Consider using CPM to reach a wide audience whenever you can. CPC tends to prioritize sales made from strategically placed ads and places less emphasis on outreach.

Review the Website’s Performance
Some websites need to be improved so that users may easily make purchases. Because it converts more clicks into sales in this situation, a CPC model might be the optimum for generating revenue from effectively presented ads. CPM concentrates on enhancing brand recognition to reach more consumers.

Consider the Product’s Price
Businesses that provide pricey goods and services can think about using a CPM approach. It increases consumer interest in a product, making it more likely that they will buy it. The CPC model is probably more suited for making quick sales conversions, which can help offset the advertising cost.


A cost-effective strategy to reach your target market, CPM price model advertising can be a terrific way to get your message in front of a big audience. Before you start a campaign, it’s crucial to comprehend how CPM advertising functions. This article should assist you in getting your CPM advertising campaign off the ground and maximizing your investment.

On the other hand, the digital CPM marketing model has several drawbacks. This raises questions about the quantity and quality of the traffic that sees your advertisement. In terms of gauging the views of a quality audience, it does not provide much trust in advertisers.

Publishers of websites and mobile apps may use the CPM digital marketing strategy to make money through advertising if they meet one crucial requirement: they must have a ton of traffic.

Register at Clickadu Advertising Network to drive traffic now!

Author: Andrew

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