广告行业eCPM概念

千次展示期望收入（expected Cost Per Mille，eCPM），是最关键的定量评估收益的指标。表示实际或者估计的千次广告展示可以获得的广告收入。

eCPM又可分解为点击率和点击价值的乘积

eCPM=r(a,u,c)=μ(a,u,c).v(a,u,c)

a、u、c三个变量，分别代表广告、用户与环境

r:回报

μ:点击率，描述的是发生在媒体上的行为

v:点击价值（click value），即单次点击为广告产品带来的收益，描述的是发生在广告主网站上的行为

μ和v的乘积定量地表示了某次或若干次展示的期望CPM值

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国外的说法是

eCPM(effective cost per mille)

Here is an example that illustrates the difference between CPM and eCPM:

• Gizmo Galaxy buys one million impressions for $3,000.00 on Network A. The company’s CPM is $3.00. Simple and straightforward. Also, not very helpful.
• It turns out that Network A was fine-tuning the campaign at the beginning and delivered an extra 200,000 impressions (a.k.a. bonus impressions). So Gizmo Galaxy actually got 1.2 million views for its $3,000.00 media buy. Using the eCPM formula, Gizmo Galaxy’s Director of Marketing can see that the real cost was $2.50 per thousand impressions. This is a more meaningful number upon which to base future ad purchasing decisions than CPM would be.
• As a test, Gizmo Galaxy ran a separate campaign on Network B under the same criteria: one million impressions at a $3.00 CPM. At the end of the campaign, the network had delivered exactly one million impressions. Since there were not any bonus impressions, the eCPM was $3.00.

eCPM和CPM的区别

CPM代表“按千次展示付费”这种广告形式：广告主在制定一个广告计划时，设置其愿意为千次展示所付出的费用，在广告实际获得展示时，为广告的每次展示付费。

CPM是广告形式，eCPM是数据指标。并不是直接对等的概念。