What does Real Cost per Thousand (rCPM) measure?

Real Cost per Thousand (rCPM) specifically measures the actual cost incurred by a publisher for delivering a set number of impressions, typically expressed in terms of cost per thousand impressions. This metric provides a clear insight into the expenditures related to ad delivery, taking into account real transactions and actual performance rather than theoretical figures.

By focusing on actual costs rather than estimated or projected values, rCPM enables advertisers and publishers to better assess their return on investment and make more informed decisions regarding their advertising strategies and budget allocations. This measurement remains essential for evaluating the efficiency of ad spending and understanding the financial dynamics of digital advertising campaigns.

In contrast, the other options address different aspects of the advertising process that do not align with the precise definition of rCPM. For instance, the first option deals with theoretical costs rather than the actual costs incurred, while the third option focuses on revenue from clicks, which is unrelated to the cost of impressions. The final option addresses audience data acquisition costs, a completely different aspect of digital advertising.