5 Ways to Improve CPM Performance Across Channels
Practical optimisation tactics to maintain healthy CPMs while scaling impressions on display, video, and paid social.
Maintaining a predictable CPM is challenging when campaigns ramp quickly or targeting gets narrower. Here are five tactics to keep your CPM from creeping up while still hitting reach targets.
1. Refresh creative assets often
Creative fatigue is a major driver of CPM inflation. Rotate new assets weekly for fast-moving campaigns, and monitor click-through rate alongside CPM to spot deteriorating relevance.
2. Revisit targeting breadth
Highly restrictive targeting can reduce available inventory. Test broader interest clusters or lookalike audiences, then refine with exclusion lists once CPM stabilises.
3. Enable automatic bidding safeguards
Most ad platforms offer cost caps or maximum CPM fields. Use them to guard against sudden auction spikes.
4. Monitor frequency at the placement level
Set frequency caps where supported. Serving the same ad too often to a narrow audience boosts CPM and reduces incremental reach.
5. Analyse supply path transparency data
For programmatic deals, review supply path reports to find exchanges adding unnecessary fees. Consolidating quality supply partners can dramatically lower CPM.
Combine these tactics with your own historical benchmarks. CPM will fluctuate with seasonality and platform changes, but proactive monitoring keeps your campaigns efficient.