For An Ad Entering An Auction On The Display Network, The Google Ads System Will Calculate The Effective Cost–Per–Thousand Impressions (ECPM) When There Are:

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  • any cost–per–click (CPC) or cost–per–acquisition (CPA) ads entering the auction
  • only cost–per–click (CPC) ads entering the auction
  • only viewable cost–per–thousand impressions (vCPM) ads entering the auction
  • both cost–per–click (CPC) and cost–per–acquisition (CPA) ads entering the auction

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