Effective Cost per Mile also known as eCPM in programmatic

'eCPM Explained: metric represents the estimated earnings of an ad per 1,000 impressions. It's a metric that gives publishers a way to compare revenue across different channels and campaigns, even if different pricing models are being used (like CPC, CPA, or CPM).

Formula to calculate it:

When do you need eCPM as a yield manager?

1. You want to compare performance of 2 placements. eCPM is usually a good indicator of demand, conversion rate, viewability and CTR in one metric.
2. A/B testing - eCPM is a great metric if you are A/B testing 2 variants. The one with higher eCPM is usually better (be careful this is not valid statement all the time - explained below).