CPvM, or Cost per Viewable Impression, is a metric that is tracked in many campaign across any vertical. A viewable impression is generally measured based on IAB standards — that is, for a display ad, 50% of the ad appears on the screen for at least 1 second, and for a video ad, 50% of the ad appears on the screen for at least 2 seconds.
Since most display or video campaigns today are paid in CPM rather than CPvM, CPvM is usually calculated.
It is calculated as follows:
( sum of the relevant media costs / total # of viewable impressions )
So, if a display campaign spent $2,000, and garnered 200 viewable impressions, then the the CPvM = $2000 / 200 = $10″
