CCost per MilleTKP

CPM

Cost per mille: the cost for 1,000 reached contacts or impressions.

Moritz Lambrecht

Updated: July 9, 2026

Definition

CPM sets costs in relation to 1,000 contacts or impressions. It helps compare reach prices across creators, platforms, and media channels.

Also known as: Cost per Mille, TKP

Calculation

CPM equals cost divided by contacts multiplied by 1,000. Depending on reporting, contacts may mean reach, impressions, or views.

Before comparing offers, the base must be clear. A view CPM is not automatically comparable with a reach CPM.

Use in negotiations

CPM helps classify creator offers and build benchmarks. It should not decide a booking on its own.

A higher CPM can be justified when audience fit, content quality, or conversion likelihood is meaningfully stronger.

About the author

Moritz is an expert in data-driven influencer marketing as well as co-founder and CEO of the influencer marketing agency Ad Specialist. Together with his team, he has already implemented over 10,000 influencer campaigns and managed more than €50 million in advertising budgets for customers such as HelloFresh, Emma, Clark, mymuesli and many other well-known e-commerce companies. His focus is on helping e-commerce companies grow profitably through creative and measurable influencer marketing strategies on channels such as YouTube, Instagram and Twitch.

Through his performance-oriented and effective approach, he has built a reputation as a leading expert and speaker in German e-commerce. In this blog - as well as on LinkedIn and his YouTube channel - he regularly shares valuable insights about data-driven influencer marketing.

Learn more about Moritz