Pay per Impression (PPI)

Pay per Impression is a billing model in which you pay for every impression of an advert, regardless of whether a click or conversion follows. The price is usually quoted per thousand impressions and called Cost per Mille or thousand contact price. The model is classic for branding campaigns and large scale display advertising.

Calculation and typical values

At a CPM of five euros, delivering an ad to one thousand recipients costs exactly five euros. In niche B2B environments, CPM is significantly higher, often in double digits, while broad display networks allow very low prices. CPM is the standard metric for media planners because it makes the reach of different channels directly comparable.

When the model makes sense

Pay per Impression suits campaigns that aim at reach and brand awareness, not an immediate click or sale. For image campaigns, product launches and awareness phases it is the right model. If you target direct sales, Pay per Click or Pay per Sale is cheaper, since only actual actions are billed.

CPM in the JD Partner environment

JD Partner bills newsletter reach rentals on a classic CPM basis, which makes comparison with other reach channels like display or social straightforward. Advertisers book a defined number of mailings at an agreed thousand contact price and afterwards receive a send report from JD Mail showing the actually delivered recipients as the basis for billing.