Posted by: Matt Shanahan Over the past few weeks, I have been looking at ARPU in isolation. In the upcoming posts, I will examine its composition and its relation to other metrics. Revenue Per Mille (RPM) is the average revenue generated per 1,000 page views. Cost Per Mille (CPM) is the average cost of per 1,000 impressions. Both metrics are commonly used by publishers to describe their business, but rarely do they discuss them together. For example in the Demand Media S1, they discuss an $11.81 RPM for their owned and operated websites such as eHow.com, but there is no reference to CPM. Yet there is a lot to be learned by comparing input (CPM) and output (RPM). RPM is [...]
