The "C" in CPM stands for "cost" and therefore can really only be used to talk about expenses, so it totally doesn't make sense to says "we are making a $340 CPM".

Exactly. Only time I have heard $x CPM is when ad networks tell me they can make me $x for every 1,000 impressions of their ads on my site.

Overall that post remains pretty confusing.

Yeah but CPM is also used to denote revenue. I notice Google now uses RPM in their Adsense reports which makes more sense but they used to (from memory) use the term eCPM.

thanks for pointing that out. acronyms aside, those are the numbers.

One term my company uses (not sure if it's an industry standard) that captures what you're describing is "yield," which is basically revenue/cost per user. Ultimately, what "CPM" you are making your advertisers is hard to really evaluate without knowing how much they are paying per impression or click.

That said, sounds like you guys are on the right track, now just have to sustain this success and scale it!

thanks sardonicbryan. "yield" makes more sense. scale is the name of the game!