Total cost divided by impressions, times one thousand, regardless of how the media was bought. eCPM converts CPC, CPA, flat fee, and CPV buys into a common unit so channels can be compared, and is the number publishers use to compare demand sources.
Cite this entry:
Agency Echelon. "Effective CPM." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/effective-cpm/