For an ad entering an auction on the Display Network, the AdWords system will calculate the effective cost–per–thousand impressions (eCPM) when there are:
- only cost-per-click (CPC) ads entering the auction
- both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction
- only viewable cost-per-thousand impressions (vCPM) ads entering the auction
- any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction
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