CPM (Cost Per Mille)

CPM, or cost per mille, is the price an advertiser pays for one thousand impressions of a mass tort ad, regardless of whether viewers click or call. In mass tort media buying, CPM is most relevant for awareness-stage campaigns—such as television, programmatic display, or video pre-roll—where broad claimant pool identification takes priority over direct response. Because mass tort CPM buys are optimized for reach rather than immediate intake, firms and their media partners typically layer CPM data against downstream cost-per-lead and cost-per-retained-client metrics to evaluate true campaign efficiency.