CTR, EPC, eCPM, …what are they?

Clickthrough rate (CTR)is the number of clicks an ad unit receives divided by the number of times the ad unit is shown (impressions). Effective CPM (eCPM) is cost per 1000 impressions. From a publisher’s perspective, CPM is a useful way to compare revenue across different channels and advertising programs. It is calculated by dividing total [...]