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Glossary

CPV
Cost Per View

Cost per view (CPV): Formula, Advertising & More


What is cost per view (CPV)?

CPV, or cost per view, is a pricing model used in mobile user acquisition and brand awareness campaigns in which advertisers pay each time their mobile video ad is viewed.

cost per view


Cost per view ads

CPV is specific to video ads, such as rewarded video and intersitial video. This distinguishes CPV from other pricing models because it requires the viewer to watch a whole video before CPV cost is charged.

CPV advertising

Traditionally, CPV advertising campaigns were reserved for brand awareness advertisers. However, performance app advertisers are increasingly buying ads on a CPV basis. This is because buying on a CPV basis levels the playing field for both types of advertisers: CPI (cost per install) campaigns, which are more typical, can sometimes place performance advertisers lower in the waterfall because the impact of the conversion lowers the final CPM they generate, meaning advertisers lose out on in-app inventory and are unable to scale their campaigns. But by buying on the same pricing model as brands, performance advertisers can ensure that their bids remain competitive.

Cost per view formula

CPV = advertising cost / video views

Learn about other pricing models such as CPCV (cost per completed view), CPI (cost per install), and CPA (cost per action).

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