Monetization
eCPM
Effective CPM — actual revenue per 1,000 impressions.
eCPM (effective CPM) is the realized cost per thousand impressions after all fees, exchange take rates, and fill rates. For an advertiser running a tCPA campaign, eCPM is your CPM-equivalent budget: CPC × CTR × 1,000. For a publisher running header-bidding, eCPM is the auction-cleared price.
Example
Header-bidding setup: Prebid clears $4.10 eCPM, AdX clears $5.30, AppNexus $3.80. Top-bid wins. Floor pricing pushed up the average from $3.90 to $4.85 over six weeks.