What is a ‘recommended CPM’?

A recommended CPM (Cost Per Mille) is a projected cost for every thousand impressions served, generated by the platform's AI-driven planning tools to help advertisers budget effectively.

Key details regarding how these recommendations are established and utilized include:

• Forecasting Mechanism: The platform uses an AI- and ML-based forecasting mechanism within the Forecast tool to create near-real projections of campaign outcomes. This tool specifically predicts the CPM for tactics such as Premium Programmatic, Display (POC), and Clinical Triggers.
• Data-Driven Logic: These recommendations are calculated by analyzing the list of active HCPs for specific networks and considering the performance of past campaigns (historical data) alongside current market competition.
• Effective CPM (eCPM): Once a plan is created, the system displays the eCPM, which is the effective cost per mille calculated specifically for that plan based on the suggested budget and expected impressions.
• Marketplace Benchmarks: In the Marketplace application, third-party data partners provide their own set CPMs for bespoke audience or measurement segments. Partner cards often display a CPM range (minimum to maximum) for the segments they offer, providing a benchmark for what advertisers should expect to pay for specific data sets.
• Manual Bidding: When moving from a plan to an active campaign, the advertiser enters a Bid Amount in the Operational Detail tab, which represents the specific price they are willing to pay per thousand impressions, often guided by the earlier recommendations.