Base CPM versus format premiums
Every impression CM360 serves is billed at a CPM, but that rate isn't uniform. Standard display sits at the base rate. Rich media — expandable, interactive, or HTML5 units — and video bill at higher rates, because they carry more serving and measurement overhead. So two placements delivering the same number of impressions can produce very different serving costs depending on the creative in them.
Why video and rich media cost more
Advanced formats do more work. They carry heavier assets, support interaction and additional tracking events, and in the case of video involve extra serving and verification steps. CM360 prices that additional overhead into a higher CPM for those formats. It's the same logic that runs through the whole CM360 cost structure: you pay for what it takes to serve and measure, not for the media budget behind it.
Estimating the impact
Because the premium is per impression, its effect on your bill scales with how much of your delivery is advanced. A campaign that's mostly standard display with a little video looks very different from one that's mostly video.
| Format mix (illustrative) | Relative serving cost |
|---|---|
| All standard display | Base |
| Mostly display, some video | Moderately higher |
| Video-heavy | Substantially higher |
How to keep it in check
You don't cut serving fees by cutting quality, but you can forecast and control them: model your format mix at the placement level before launch, know which placements carry video or rich media, and factor the premium into budgets rather than being surprised on the invoice. To see how it all rolls up against your volume, use the comparison tool.
Common questions
Why does video cost more in CM360?
Video carries more serving and measurement overhead than standard display — heavier assets and extra tracking and verification steps — so CM360 bills it at a higher CPM per impression served.
Does rich media have a separate CPM in CM360?
Yes. Rich media formats bill at a higher rate than standard display, on top of the base impression CPM, reflecting their added serving complexity.
How can I lower CM360 serving costs?
Forecast your format mix at the placement level, be deliberate about where you use video and rich media, and factor the premiums into your budget up front. Simplifying format-heavy placements where they aren't earning their keep helps most.