The median published CPM here is $5.88, from 16 sellers' published rates.
See how published rates split out by channel in the buying guides.
Before a campaign runs, a buyer usually starts from one fixed number — the budget — and needs to know what it actually buys. This calculator runs the CPM and CTR calculators forward, in the order a buyer plans in: a budget and a CPM produce a number of impressions, and expected impressions and a CTR produce expected clicks and what each one costs. Nothing here is a promise of performance — CTR is an estimate the buyer supplies, not a rate any seller publishes.
A $5,000 budget at a $6 CPM buys about 833,333 impressions. At an expected 0.4% CTR, that is about 3,333 clicks, at roughly $1.50 each — the same $5,000 restated as what it is likely to do rather than what it costs.
You supply it — this directory has no published CTR data to seed it from, because CTR isn't a rate a seller states. A reasonable estimate is the buyer's own past results on a similar placement, or the low end of a range if this is a first buy.
CPM is what sellers actually publish on rate cards, so there is a real median to start from. CTR depends on the creative and audience, which this directory does not have — starting it at zero rather than a made-up number keeps the estimate honest.
No — it is derived from the CPM and the CTR typed in, which makes it only as accurate as that CTR estimate. Where a seller publishes an actual CPC, the CPC calculator on this page's rate is the more reliable figure to plan against.