RATE STRUCTURES

CPA (COST PER ACQUISITION)

The total advertising expenditure necessary to acquire a new customer. The advertiser hosts the page and fires a pixel.

CPC (COST PER CLICK)

An advertising pricing model based on paying only for the ads that experience a click-through.

CPCV (COST PER COMPLETED VIEW)

The amount charged to an advertiser for a completed video view, usually in pre-roll video campaigns.

CPE (COST PER ENGAGEMENT)

An advertising pricing model that charges advertisers for a single engagement.

CPI (COST PER INSTALL)

An advertising pricing model that charges advertisers for an install.

CPL (COST PER LEAD)

The total advertising expenditure necessary to acquire a new customer lead. The media publisher hosts and posts the leads to the advertisers.

CPM (COST PER MILLE)

An advertising pricing model based on an estimate of the number of impressions a particular creative will receive. The vast majority of online banner advertising is priced using the CPM model.

CPV (COST PER VIEW)

Pricing for video that is based on 100% completion of video ad, usually in pre-roll video campaigns.

ECPM (EFFECTIVE CPM)

A way to calculate publisher earnings across various pricing models. ECPM is calculated by dividing the total earnings by the number of page impressions, multiplied by 1,000.

PPC (PAY PER CLICK)

An advertising model that charges advertisers when their specific ads are clicked. PPC can be used interchangeably with CPC; however, PPC is used to describe the type of advertising program you are running.