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Effective CPM is lower than my Min CPM

If your eCPM appears to be lower than your Min CPM, it does not mean that ads were displayed at a price lower than your Min CPM. Learn more about eCPM.

Among the reasons that eCPM might be lower than your Min CPM are:

  • Sometimes a website pre-fetches a rich media ad for later delivery, but that ad is never fully rendered (e.g., the user closes the browser window before the ad is rendered, a JavaScript error occurs, or a user fails to interact with an interactive ad). In this case, Ad Exchange logs an impression because it found a matching ad, but our pixel-based method does not count the impression as part of earnings or ad impressions because the ad was never rendered. For more information, see Discrepancies in reporting impressions.
  • Estimated revenue are adjusted for various correction factors, such as invalid activity, which are not filtered out from impression numbers. 
  • Ad impressions are adjusted for various correction factors, such as invalid activity, which may not be factored out of revenue.
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