The eCPM vs CPM guide draws on primary documentation from ad platforms and industry bodies rather than secondhand summaries. The primary sources referenced while compiling that guide are listed below.
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Google AdSense Help - RPM and eCPM definitions
Google's own support documentation on how RPM (revenue per mille) and eCPM are calculated and reported inside AdSense, used as the reference for the eCPM formula and its role as a normalized revenue metric.
support.google.com/adsense -
Google Ad Manager Help - Header bidding overview
Documentation describing how header bidding lets multiple demand sources bid on the same ad impression concurrently, used as the reference for the multi-mediation and yield optimization sections.
support.google.com/admanager -
AppsFlyer Glossary - eCPM
A mobile measurement industry glossary entry defining eCPM and distinguishing it from CPM, used to cross-check the publisher-facing definition and its use across CPC and CPA campaigns.
appsflyer.com/glossary -
Amazon Advertising - CPM glossary entry
Amazon Advertising's own glossary definition of CPM as an advertiser-facing cost metric, used as a cross-industry reference alongside the Google AdSense material.
advertising.amazon.com -
IAB (Interactive Advertising Bureau) - Programmatic and ad tech guidelines
Industry-standard guidelines and terminology from the IAB covering programmatic buying, ad exchanges, and mediation, used as the basis for describing how exchange commissions and fill rate affect realized eCPM.
iab.com/guidelines