CPM (Cost Per Mille)
The most basic form of advertising billing where advertisers pay per 1,000 impressions
The advertiser pays for impressions regardless of whether users click, engage, or convert.
In Web3
CPM remains the dominant model across most web3 advertising platforms due to its simplicity and low risk for publishers. Publishers have predictable revenue; advertisers pay for reach without performance guarantees.
Typical web3 CPM rates: $2-15 depending on publisher quality and targeting specificity.
Best Use Cases
Brand awareness campaigns where the goal is maximum visibility rather than immediate conversions. For example: a new L2 chain launching during a major conference wants broad reach and recall, not direct response.
Also effective when audience targeting is strong and you trust the audience quality will drive downstream results.
Challenges
No accountability for actual results—you pay even if ads are shown to bots or completely disinterested users. Publishers are incentivized to maximize impressions rather than quality.