# Effective cost per mille (eCPM)

Revenue or cost expressed per thousand impressions so different payment models can be compared.

Revenue or cost expressed per thousand impressions so different payment models can be compared.

## An example

A publisher earning $50 from 10,000 impressions reports a revenue eCPM of $5.

## Why it matters

Specify gross or net revenue and the impression denominator. Revenue eCPM and buyer CPM can differ.


## Related terms
- [Conversion rate](https://jolts.xyz/resources/glossary/conversion-rate)
- [Impression](https://jolts.xyz/resources/glossary/impression)
- [Viewable impression](https://jolts.xyz/resources/glossary/viewable-impression)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).