Glossary

CPV
Cost Per View

Cost per view (CPV) advertising


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.


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 forumula

CPV = advertising cost / video views

Learn about other pricing models such as CPCV (cost per completed view), CPE (cost per engagement), and CPC (cost per click advertising).

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