eCPM (Effective Cost Per Mille) is the expected revenue for thousands of ad impressions. This is an indicator that helps ad networks in the auction to identify the ad that will bring more revenue. The higher eCPM make campaign more effective. All myTarget auctions run on eCPM.
For each payment model, eCPM is calculated using its own formula:
- impressions (CPM) — the eCPM = CPM
Here eCPM is equal to the bid you specified in the settings of the advertising campaign
- clicks (CPC) — eCPM = CPC x CTR x 1000
Affect the bid and potential clickability of the ad
- install mobile apps (CPI) — eCPM = CPI x CTR x CR x 1,000
Affect the bid, ad clickability and conversion rate.