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GOOD TO KNOW
The ECPM (Effective CPM) is an important key metric for online
marketers and publishers. For publishers it is used to compare the
income generated by different campaigns on their site in order to
optimise yield. For marketers it is used to make sure that the income
derived from online display advertising is more than the money spent.
If we go into more details on the publisher’s side.
Even when you sell click campaigns, you have no idea how many impressions you will need to get say 5000 clicks. If it takes 1m impressions to reach your goal and you are getting € 1 a click, then your ECPM for the Campaign is € 5.
Because we know the ECPM of this click campaign we can set it in relation to other impressions based campaigns where we know the CPM in advance. This means that if HELIOS IQ is told to choose a campaign with the highest CPM it can look at all campaigns and make the correct decision – whether the campaign is click based or impression based.
Even when you sell click campaigns, you have no idea how many impressions you will need to get say 5000 clicks. If it takes 1m impressions to reach your goal and you are getting € 1 a click, then your ECPM for the Campaign is € 5.
Because we know the ECPM of this click campaign we can set it in relation to other impressions based campaigns where we know the CPM in advance. This means that if HELIOS IQ is told to choose a campaign with the highest CPM it can look at all campaigns and make the correct decision – whether the campaign is click based or impression based.
With HELIOS IQ, the ECPM is calculated automatically.
The ad with the highest yield is chosen and prioritised. The system regulates the delivery of these campaign as well as the delivery of other campaigns that are not ECPM too. In the end what you are left with is the piece of mind that your campaigns are being optimised to give you.
This valuable feature is not billed to the ADTECH customer as an additional cost – it is an integral part of HELIOS IQ.
The ad with the highest yield is chosen and prioritised. The system regulates the delivery of these campaign as well as the delivery of other campaigns that are not ECPM too. In the end what you are left with is the piece of mind that your campaigns are being optimised to give you.
This valuable feature is not billed to the ADTECH customer as an additional cost – it is an integral part of HELIOS IQ.
ECPM with HELIOS IQ – Advantages for Publishers and Marketers:
- Automated calculation of the ECPM per placement in real time
- Permanently automated optimisation of campaigns.
- Elimination of ad placements with “Loss” on campaigns
- Campaign optimisation based on impression and click rate.
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