{"id":4408,"date":"2018-01-29T09:46:41","date_gmt":"2018-01-29T15:46:41","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=4408"},"modified":"2025-06-24T15:05:52","modified_gmt":"2025-06-24T20:05:52","slug":"what-is-rpm","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/what-is-rpm\/","title":{"rendered":"What Is RPM? How Does Mediavine Calculates It?"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">What Is RPM? How Does Mediavine Calculates It?<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2018-01-29T09:46:41-06:00\">January 29, 2018<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>If you\u2019re a publisher breaking down your income, you\u2019ve probably come across the term RPM.<\/p>\n\n\n\n<p>RPM is a common metric used to gauge monetization and performance among content creators. While this term is commonly used in our industry, there isn\u2019t one standardized definition &#8211; businesses and individuals may use or apply it differently.<\/p>\n\n\n\n<p>Below, we\u2019ll explain how Mediavine defines and calculates RPM and why.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"600\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Mediavine-Blog-RPM-1.jpg\" alt=\"\" class=\"wp-image-80762\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-rpm\">What is RPM?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.mediavine.com\/how-do-i-improve-my-rpm\/\"><span style=\"font-weight: 400;\">RPM<\/span><\/a> stands for revenue per mille &#8211; earnings accrued per 1,000 units (mille is thousand in Latin). It is the most commonly used metric by publishers in programmatic advertising.<\/p>\n\n\n\n<p>This is not to be confused with <a href=\"https:\/\/www.mediavine.com\/cpms-ecpms\/\">CPM<\/a> (cost per mille), although the two are related.<\/p>\n\n\n\n<p>Running ads costs advertisers money, so they use CPM to measure those costs.<\/p>\n\n\n\n<p>Those ads earn publishers revenue, which is measured by RPM.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-1024x512.jpg\" alt=\"\" class=\"wp-image-80759\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-2c.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">That\u2019s the textbook definition, which is simple enough, but as we said above, RPM can be used differently in ways that make it more complicated, even controversial.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Mediavine Calculates RPM<\/h2>\n\n\n\n<p>RPM sounds unambiguous &#8211; earnings per 1,000 units. The issue is that a unit can mean a lot of things in our industry. Pageviews, impressions, sessions, and unique visitors all measure one\u2019s traffic but in very different ways. Using RPM to analyze the same earnings divided by any of those will produce varying results.<\/p>\n\n\n\n<p>So the question becomes: <em>Which of those units should you use, and why does it matter?<\/em><\/p>\n\n\n\n<p>Mediavine uses <strong>sessions<\/strong> to calculate RPM and evaluate relative monetization.&nbsp;<\/p>\n\n\n\n<p>The reason is simple: We believe sessions \u2014 which encompass the interactions a user has on a website within a specified time frame \u2014 paint the most complete and accurate picture of overall traffic and earnings compared to pageviews and other metrics.<\/p>\n\n\n\n<p>In using sessions for these calculations, Mediavine treats RPM holistically as a means of improving each content creator\u2019s user experience and earnings.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why We Use Session RPM&nbsp;<\/h2>\n\n\n\n<p>Let\u2019s say you improved your website\u2019s user experience by running fewer ad units, optimizing content, and improving site speed.&nbsp;<\/p>\n\n\n\n<p>More than likely, your pages per user and average session duration will increase, while your website\u2019s bounce rate decreases.&nbsp;<\/p>\n\n\n\n<p>This would all be fantastic, but if your RPM is calculated by pageviews instead of sessions, it likely won\u2019t show much improvement.<\/p>\n\n\n\n<p><em>That\u2019s because each subsequent pageview is less valuable to advertisers than the first.<\/em><\/p>\n\n\n\n<p>Here\u2019s a scenario to illustrate this in numbers:<\/p>\n\n\n\n<p>Let\u2019s say that you increase pageviews per user by 20%, from 1,000 to 1,200. Your sessions, meanwhile, remain constant at 800. As a result, let\u2019s say your total revenue increases 10%, from $10 to $11.<\/p>\n\n\n\n<p>Note that the revenue didn\u2019t increase by 20% along with pageviews. Advertisers pay more for the first pageview and less for each one that follows.&nbsp;<\/p>\n\n\n\n<p>In this example, if calculated using pageviews, your original Revenue \/ Pageviews x 1,000 ($10 \/ 1,000 x 1,000) comes out to a $10 RPM. Yet after you <em>improved<\/em> your site, and those numbers changed to $11 \/ 1,200 x 1,000, you\u2019re at a $9.16 RPM.<\/p>\n\n\n\n<p>That doesn\u2019t make the most sense to us.&nbsp;<\/p>\n\n\n\n<p>Instead, look at what happens when using sessions to calculate RPM (same math, different unit: Total Revenue \/ Sessions x 1,000).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-1024x512.jpg\" alt=\"\" class=\"wp-image-80761\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-4.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Using the above example, the original RPM was $12.50 ($10 \/ 800 x 1,000). After our user experience improvements, the RPM improves to $13.75 ($11 \/ 800 x 1,000).<\/p>\n\n\n\n<p>This is simplified but illustrative of why Mediavine uses sessions to paint a more accurate picture of how readers use your site and how advertisers spend on it.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-1024x512.jpg\" alt=\"\" class=\"wp-image-80760\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/05\/Mediavine-Blog-RPM-Image-3.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>User experience \u2014 and a holistic ad experience to match it \u2014 matters. The goal is to get your audience to spend more time on the site and come back again and again, and session RPM is the metric we believe is most in line with that goal.<\/p>\n\n\n\n<p>Comparing one website\u2019s ad performance to another\u2019s is always tricky &#8211; there are too many variables that influence RPM on an individual site basis to even list here.<\/p>\n\n\n\n<p>Using different units of measurement in calculating it, however, is guaranteed to skew results in wildly divergent ways, to the point of becoming apples-and-oranges comparisons.&nbsp;<\/p>\n\n\n\n<p>No two sites are the same, and not every publisher or ad management provider uses the same formula. Instead, we recommend turning your attention to what improvements you can make to your site holistically for audiences and advertisers alike.<\/p>\n\n\n\n<p>On our end, Mediavine is laser-focused on helping content creators balance user experience with revenue and accurately reflecting this in the RPM you see in our dashboard.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size 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class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, 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class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. 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For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. 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As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 If you\u2019re a publisher breaking down your income, you\u2019ve probably come across the term RPM. RPM is a common metric used to gauge monetization and performance among content creators. While this term is commonly used in our industry, there isn\u2019t one standardized definition &#8211; businesses and individuals may use or apply&#8230;<\/p>\n","protected":false},"author":5,"featured_media":80777,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-4408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Is RPM? How Does Mediavine Calculates It? - Mediavine<\/title>\n<meta name=\"description\" content=\"RPM can be far more complicated, and controversial, than it&#039;s definition lets on. 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