What is vCPM?
vCPM (Viewable Cost Per Mille) is the price an advertiser pays for 1,000 viewable ad impressions, as opposed to served impressions. Unlike standard CPM, which charges for any ad request the publisher fulfilled, vCPM only counts impressions that actually entered the user's viewport.
MRC Viewability Standards
- Display ads: ≥50% of pixels in view for ≥1 second
- Large display ads (≥242,500 px): ≥30% of pixels in view for ≥1 second
- Video ads: ≥50% of pixels in view for ≥2 continuous seconds
Why vCPM matters
vCPM removes the bias of below-the-fold or hidden inventory and aligns spend with attention. For C Wire campaigns, vCPM is the default pricing model because it ties cost directly to outcomes that influence brand recall.