Display/Programmatic · Buy-Side calculator
vCPM (Viewable CPM)
vCPM is the price of a thousand impressions that actually met the viewability standard.
Formula
vCPM = (Spend ÷ Viewable impressions) × 1000
Fill in any 2 fields. The one you edited longest ago is solved for you.
Waiting for 2 values to solve vCPM.
What is vCPM?
vCPM is the price of a thousand impressions that actually met the viewability standard. It strips out ads that loaded but were never seen, giving a fairer price comparison between inventory sources.
Worked example
If spend is $6,000 and viewable impressions is 900,000, then vCPM = $6.67.
vCPM = (Spend ÷ Viewable impressions) × 1000
Formula variable breakdown
- spendSpend
- Enter spend directly, or leave it blank and let the solver calculate it from the other 2 fields.
- viewableViewable impressions
- Enter viewable impressions directly, or leave it blank and let the solver calculate it from the other 2 fields.
- vcpmvCPM(output)
- Enter vCPM directly, or leave it blank and let the solver calculate it from the other 2 fields.
Tactical application guide
vCPM links spend and viewable impressions in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the spend you have and the vCPM you are targeting, and the solver tells you the viewable impressions you must secure. Or lock viewable impressions and vCPM from a benchmark to see the spend that plan implies before you commit.
More in Display/Programmatic
All Display/Programmatic calculators →- Viewability RateViewability rate is the share of measured impressions that were actually viewable.
- Average FrequencyAverage frequency is how many times, on average, each person you reached saw your ad.
- Working Media SpendWorking media is the part of your budget that actually buys impressions after platform, data and agency fees.
- Invalid Traffic (IVT) RateIVT rate is the share of impressions flagged as invalid: bots, crawlers, or fraudulent activity.