Benchmarks · CPM (cost per 1,000 impressions)

CPM Benchmarks by Channel

CPM — cost per thousand impressions — is the one number that lets you compare paid channels on the same axis. The ladder runs from cheap, low-intent programmatic display at the floor to premium, high-intent CTV and retail media at the top. Cheaper is not better: you're paying for how close the impression sits to a decision.

Low end

$2 (display)

Typical

$10 – $30

High end

$60 (CTV / retail media)

What to avoid

Comparing CPMs without comparing intent — a $3 display impression and a $40 retail-media one are not the same product.
Optimizing to the lowest CPM and wondering why nothing converts.
Ignoring completion and viewability; a cheap impression nobody finishes is expensive per completed view.

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