Ad Pricing Guide

Welcome to our Ad Pricing Guide where we explain everything you need to know about the different ways in which ads are priced.

If you are new to advertising, you may expect that you pay for each ad individually, and maybe if you’ve done some research you may think that you actually only pay when someone clicks on your ad. We at The Online Advertising Guide are afraid to say that it is a bit more complicated than that.

And intentionally so, as whether you are buying or selling ads, attempting to confuse you with jargon is one of the hallmarks of the advertising industry! Worry not, as we’re here to make it simple again by explaining the pros and cons of each way you can pay for your advertising.

To start with we have a little bespoke overall advice for each group, so are you looking to sell ad space, or use online ads for marketing? Or are you just trying to understand an Ad Pricing term?



Common Ad Pricing Models

CPM means Cost per ThousandCPM (Cost Per Thousand) CPC stands for Cost per ClickCPC (Cost Per Click) CPA means Cost per AcquisitionCPA (Cost Per Acquisition)

Less Common Ad Pricing Models

CPD means Cost per DayCPD (Cost Per Day) CPL means Cost per LeadCPL (Cost Per Lead) CPA means Cost per EngagementCPE (Cost Per Engagement)

Other Ad Pricing Models

CPV means Cost per ViewCPV (Cost Per View) CPI means Cost per InstallCPI (Cost Per Install) CPVM means Cost per Viewable ThousandCPvM (Viewable Thousand)


What it looks like

How Online Ads Generate Revenue


Find out more


Next: Ad Pricing for Ad Buyers