One published CPC rate has been read across the directory, from just one seller — too few to call a typical CPC.
See how published rates split out by channel in the buying guides.
CPC (cost per click) is what a buyer pays for each click an ad receives, rather than for how many times it was shown. It is the default unit for search and self-serve auction buying, where a seller is only paid once someone acts. A buyer uses it to price the traffic a placement actually sends, which a CPM cannot tell you on its own — two placements at the same CPM can produce very different numbers of clicks.
A placement runs at $1.50 CPC with a $600 budget. Clicks = $600 ÷ $1.50 = 400 clicks. If the same placement's click-through rate is known, the CPM calculator's impression figure and this one's click figure describe the same campaign from two different angles.
When the ad's job is to send traffic somewhere, not just to be seen. A search ad or a self-serve auction placement is usually priced this way because the seller is paid on the click, not the impression.
CPC = CPM ÷ (1,000 × CTR). A $10 CPM placement with a 0.5% click-through rate has a $2 CPC; the same CPM at a 1% CTR halves it to $1 — the click-through rate the ad actually earns decides which.
That depends on the seller. A publisher's own rate card usually quotes the price a buyer pays; a price read off an exchange or auction is what clears in that auction, and either can include a platform take that isn't broken out separately.