vCPM, or viewable cost per thousand impressions, is a metric used in digital advertising to measure the cost of reaching 1,000 viewable ad impressions. This means that the ad has been displayed on a user’s screen for a minimum amount of time and is considered viewable by industry standards. vCPM is often used as a pricing model for display and video ads, allowing advertisers to pay for the actual views of their ads rather than just the potential for views. This helps to ensure that advertisers are getting the most value for their money and can better track the effectiveness of their campaigns.