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What you paid for ads nobody could see
An impression is counted when an ad is served, not when it is seen. Enter served and viewable impressions from your ad server and the CPM you paid, and this shows the price per thousand ads that could actually be seen.
Viewability rate
55.0%
Spend
$400
Effective cost per 1,000 viewable (vCPM)
$7.27
Spend on ads nobody could see
$180
What this means
45% of what you paid for never met the viewable standard, so the real price is $7.27 per thousand, not $4.00.
How it works
A viewable impression, under the Media Rating Council standard, is a display ad with at least half its pixels on screen for one continuous second — two seconds for video.
vCPM = CPM ÷ viewability rate. It is the honest price of display advertising, and usually far higher than the quoted one.