What is CPM?

for real

[Roman]

Hi.

I have read many times that CPM is cost per 1k impressions.
The question is if someone visit my page 2 or more times(same ad shows each time) will it count as 1 impression(same ip)?
Do Fastclick or some other company do that?

Tnx.

[jeremy goodrich]

The industry standard (afaik) is to cookie the visitor, and charge for each unique for a 24 hour period though milage on that may vary.

Welcome to WebmasterWorld!

[Roman]

Thank you for answer.
Now it all clear :)

[Chicago]

CPM does not take into consideration IPs in the overwhelming majority of cases.

CPM- Cost per Thousand Impressions served. Impression = a page view. Not a unique page view.

If you have 5 ads on a page and an impression (call to a server) occurs. This counts as an impression for each ad.

This is the danger in CPM advertising. Nothing is guaranteed, other than the ad being served. It doesn't matter if someone clicks or if they see the ad.

As far as tracking redundant IP adresses, this is a function of PPC (pay per click) advertising, as it is a function of fraud protection, it is seldom if ever used in CPM advertising.

[jeremy goodrich]

Ya, but the tracking (usually with companies like Fastclick) is done with a cookie.

Thus, they know that the impression is served. :)

Afaik, everyone of them uses a cookie to track that the impression 'happened'.

I didn't mention IP addys, user agents, etc - which only come with advanced tracking packages / and only some of the ad networks offer those.

That is a good point though - about the impression being equal across the ads on the page, thus - not all impressions are created equal and clicks - are much to be preferred.

Hence the movement into CPC ads / Contextual advertising by Google (even through Fastclick), etc.