whatiscpm.com

Trust lane

The rate ledger

By Oliver Wakefield-Smith · updated July 2026

Benchmarks reviewed July 2026 · next review October 2026

The short answer

This is not a methodology essay; it is the receipts drawer. Every number, definition and no-published-rate finding used anywhere on this site is listed below with its source, retrieval date and next scheduled review. Site-wide rule: a figure that cannot appear in this ledger cannot appear on a page.

Selection rules when sources conflict

  • A platform's own published number beats any third party for facts about the platform (revenue shares, billing rules, minimums).
  • For market averages platforms refuse to publish, we cite dated third-party trackers with a stated data basis (Gupta Media, AdvertiseCast, TheB2BHouse) and name them in the same breath as the figure.
  • Where neither exists, the channel is recorded as no-published-rate. We do not average blog folklore into a fake benchmark.
FigureWhat it isSourceRetrievedNext review
Benchmark figures
$18Podcast 30-second host-read ad, average CPM per 1,000 downloadsAdvertiseCast podcast advertising ratesJuly 2026October 2026
$25Podcast 60-second host-read ad, average CPM per 1,000 downloadsAdvertiseCast podcast advertising ratesJuly 2026October 2026
$13.48Meta (Facebook) average CPM, global, all placementsGupta Media Facebook ads cost trackerJuly 2026October 2026
~$23Meta (Facebook) average CPM, US-targeted campaignsGupta Media Facebook ads cost trackerJuly 2026October 2026
$8.96Instagram average CPM, global, all placementsGupta Media Instagram ads cost trackerJuly 2026October 2026
$33.80LinkedIn average CPM, aggregated advertiser dataTheB2BHouse LinkedIn ad cost aggregationJuly 2026October 2026
Documented facts and definitions
auctionGoogle's ad auction prices ads by bid, quality and expected impact, not a rate cardAbout the Google Ads auctionJuly 2026October 2026
68%Publisher share of AdSense for content ad revenueAdSense revenue share, Google HelpJuly 2026October 2026
def.AdSense page RPM definition: (estimated earnings / page views) x 1000AdSense RPM definition, Google HelpJuly 2026October 2026
growthRetail media is among the fastest-growing ad spend categories in dentsu's global forecastdentsu global ad spend forecastJuly 2026October 2026
modeledDOOH impressions are modeled audience estimates, not served-ad counts (Geopath methodology)Geopath OOH audience measurementJuly 2026October 2026
def.CPC definition: you pay per click, not per impressionGoogle Ads CPC definitionJuly 2026October 2026
capFrequency capping limits how many times one person sees your display or video adGoogle Ads frequency cappingJuly 2026October 2026
def.CPM definition: cost per thousand impressions (mille is Latin for thousand)Google Ads Help, CPM definitionJuly 2026October 2026
tCPATarget CPA bidding: Google sets auction bids to average your cost per acquisition targetGoogle Ads target CPAJuly 2026October 2026
30sYouTube CPV charge rule: you pay when someone watches 30 seconds (or the full ad if shorter) or interactsGoogle Ads video campaign biddingJuly 2026October 2026
vCPMGoogle Ads viewable CPM bidding: you pay only for impressions measured viewableGoogle Ads viewable CPM biddingJuly 2026October 2026
overviewTwitch monetization overview: ads, subs, Bits; no published per-1,000 ad rateHow to earn money on Twitch, Twitch HelpJuly 2026October 2026
reportIAB/PwC internet advertising revenue report (macro spend context)IAB internet advertising revenue reportJuly 2026October 2026
IAB v2Podcast impressions are filtered downloads under the IAB Podcast Measurement Technical GuidelinesIAB Tech Lab podcast measurement guidelinesJuly 2026October 2026
reportIAB US podcast advertising revenue report (market size and growth context)IAB US podcast advertising revenue reportJuly 2026October 2026
CPM cert.Certified Property Manager: a real-estate management credential issued by IREMIREM certificationsJuly 2026October 2026
50% / 1sMRC viewable impression standard: 50% of pixels in view for 1 continuous second (display) or 2 seconds (video)Media Rating Council viewability standardsJuly 2026October 2026
50,000Mediavine entry requirement: 50,000 sessions per monthMediavine publisher requirementsJuly 2026October 2026
milleMille: Latin for thousandMerriam-Webster, milleJuly 2026October 2026
auctionMeta's ad auction ranks bid x estimated action rate x ad quality; price is an output, not a menuMeta ad auction mechanics, Meta Business HelpJuly 2026October 2026
75%Meta may exceed your daily budget by up to 75% on a given day, averaged over 7 daysMeta ads pricing pageJuly 2026October 2026
$5Meta's recommended starting budget: at least $5 over 6+ days (a recommendation, not a rate)Meta ads pricing pageJuly 2026October 2026
~50Optimization events Meta says an ad set typically needs to exit the learning phaseMeta learning phase, Meta Business HelpJuly 2026October 2026
R&FMeta reach and frequency buying: fixed CPM quoted upfront with frequency controlsMeta reach and frequency buying, Meta Business HelpJuly 2026October 2026
100,000Raptive entry requirement: 100,000 pageviews per monthRaptive publisher requirementsJuly 2026October 2026
50%Creator share of TikTok Pulse ad revenueTikTok Pulse announcement, TikTok NewsroomJuly 2026October 2026
AIPTwitch Ads Incentive Program: fixed monthly payouts offered in-dashboard for ad commitments; amounts are not published publiclyTwitch Ads Incentive Program, Twitch HelpJuly 2026October 2026
~35%Share of open-display advertiser spend captured by adtech intermediariesUK CMA online platforms and digital advertising market study (2020)July 2026October 2026
US v. GoogleUS DOJ suit over monopolization of digital advertising technologies (the adtech fee chain)US Department of Justice press releaseJuly 2026October 2026
55%Creator share of YouTube watch-page ad revenue (YouTube keeps 45%)YouTube Partner Program revenue share, Google HelpJuly 2026October 2026
def.YouTube RPM definition: total revenue per 1,000 total views, after YouTube's shareYouTube Studio RPM vs CPM, Google HelpJuly 2026October 2026
No-published-rate findings
no published rateAmazon Ads publishes pricing models (auction, managed minimums for DSP), not CPM ratesAmazon Ads Sponsored DisplayJuly 2026October 2026
no published rateGoogle publishes no rates, minimums or CPM figures; bidding amounts are up to youGoogle Ads bidding pageJuly 2026October 2026
no published rateHulu's ad manager describes self-serve buying; current minimums surface in the buying flow, not a public rate cardHulu Ad ManagerJuly 2026October 2026
no published rateLinkedIn describes auction pricing and budget controls; it publishes no average CPMLinkedIn ads pricing pageJuly 2026October 2026
no published rateMeta publishes no rate card; prices are set in a real-time auctionMeta ads pricing pageJuly 2026October 2026
no published rateDOOH rates are quoted per screen network; no industry-wide published CPM existsOAAA industry resourcesJuly 2026October 2026
listed per newsletterNewsletter sponsorship rates are listed per publication on marketplaces like Paved; there is no single published averagePaved sponsorship marketplaceJuly 2026October 2026
no published ratePinterest describes campaign objectives and auction buying; it publishes no average CPMPinterest Business advertisingJuly 2026October 2026
no published rateReddit describes its self-serve auction and buying model; it publishes no average CPMReddit for BusinessJuly 2026October 2026
no published rateRoku Ads Manager describes self-serve CTV buying; no public average CPMRoku Ads ManagerJuly 2026October 2026
no published rateSnapchat describes goal-based bidding in a self-serve auction; it publishes no average CPMSnapchat for Business advertisingJuly 2026October 2026
no published rateSpotify publishes Ads Manager entry points and formats, not average CPMsSpotify AdvertisingJuly 2026October 2026
no published rateTikTok publishes billing mechanics and minimum budgets in its help center, not average CPMsTikTok Ads Manager help centerJuly 2026October 2026
not CPM-basedTikTok creator pay (Creator Rewards) is view-pool economics, not a published CPMTikTok Creator PortalJuly 2026October 2026
no published rateTwitch publishes no per-1,000 ad rate; Ads Incentive Program offers appear in-dashboard onlyTwitch Ads Incentive Program, Twitch HelpJuly 2026October 2026
no single rateOpen-exchange CPMs clear per-impression in real-time auctions; no authority publishes one current averageUK CMA digital advertising market studyJuly 2026October 2026
no published rateX (Twitter) describes objective-based auction buying; it publishes no average CPM, and most circulating figures predate 2023X AdsJuly 2026October 2026
no published rateYouTube publishes no CPM or CPV rates; buying runs through the Google Ads auctionYouTube AdvertisingJuly 2026October 2026

Review cadence: quarterly, last pass July 2026. Figures failing re-verification get dropped or downgraded to no-published-rate rather than left to rot. Spot something stale first? Tell us. The benchmarks in table form: /rates; the verdict logic they feed: what is a good CPM.