运营者术语表

CPM（千次展示成本）

CPM 就是每一千次广告展示的价格（花费 ÷ impressions × 1000），按展示计费——广告只要开始渲染就算一次，没人点、甚至没人真看见，钱照扣。

看 CPM 别只盯着报价，先问口径和分母。按 IAB/MRC 的定义，广告送达设备并开始渲染就算一次 impression，并不代表有人真看见。DSP 出价只是 media cost，tech fee 和 managed service 按百分比叠加，受众和第三方定向数据还各自按公布的 CPM 另计，所以真实 CPM 只能用发票花费 ÷ 实际展示量倒推，出价那一栏只当参考。Sponsored Display 则是分母的坑：钱按 vCPM 扣，后台 Impressions 列却是 served 口径，要看 Viewable Impressions 和 vCPM 两列，相除就是可见率。第三方验证接在 DSP 一侧，站内 vCPM 只能算平台自量的口径，需要验证的量往 DSP 放。

关键数字

费率与规则以官方英文原文为准，保留原文：

The IAB/MRC definition of an ad impression is an ad successfully delivered to a user's device that has begun to render, which does not necessarily mean it was seen.
Amazon's pricing transparency guide describes Amazon DSP as cost-plus-fees: a percent-of-media-cost tech fee, a percent-based managed-service fee invoiced separately, and Amazon audiences, third-party audiences and pre-bid targeting each invoiced at their published CPM — so a DSP bid is not the invoiced CPM.
Sponsored Display has exactly two cost types, cpc and vcpm, with vCPM charging when at least 50% of the ad is visible for one second or longer and reported as cost divided by viewable impressions, times 1,000.

官方来源：Amazon Ads - What is CPM? Cost per mille explained · Amazon Ads - Your guide to Amazon Ads pricing transparency · Amazon Ads API - Advertising console vs. API reports (Sponsored Display vCPM columns)