{"id":7721,"date":"2024-08-29T13:45:35","date_gmt":"2024-08-29T11:45:35","guid":{"rendered":"https:\/\/media-beats.com\/?post_type=glossary&p=7721"},"modified":"2026-04-20T19:24:27","modified_gmt":"2026-04-20T17:24:27","slug":"pay-per-impression-ppi","status":"publish","type":"glossary","link":"https:\/\/media-beats.com\/en\/glossar\/pay-per-impression-ppi\/","title":{"rendered":"Pay per Impression (PPI)"},"content":{"rendered":"

Pay per Impression (PPI)<\/strong> is a billing model in digital marketing<\/strong> in which you pay for each display of an ad<\/a>. An impression<\/a> occurs as soon as an ad<\/a> is loaded and becomes visible<\/a>. You therefore invest in reach<\/a> and visibility, not in clicks<\/a> or direct interactions<\/a>. This makes PPI<\/strong> particularly suitable for campaigns focused on brand awareness.<\/strong><\/p>\n\n\n\n

How PPI fits into the picture<\/h2>\n\n\n\n

With the PPI model<\/strong>, every delivery of your ad<\/a> counts as a billable unit. You reach users<\/a> regardless of whether they actively respond. Platforms such as Google Ads<\/a> or Facebook Ads<\/a> often use this model in the display<\/a> and branding<\/a> space. PPI<\/strong> is often billed as CPM<\/a>, meaning cost per thousand impressions<\/strong>. This keeps planning clear and scalable<\/a>.<\/p>\n\n\n\n

Why PPI is relevant in marketing<\/h2>\n\n\n\n

PPI<\/strong> enables you to quickly build a large reach<\/a>. You increase visibility<\/a> and brand presence, even without direct interaction. At the same time, the model<\/strong> supports the upper part of the funnel<\/a>, where attention is crucial. Especially in the context of SEA marketing<\/a>, PPI<\/strong> meaningfully complements performance-oriented models<\/a>. This allows you to combine reach<\/a> with later conversion goals<\/a>.<\/p>\n\n\n\n

Typical applications of PPI<\/h2>\n\n\n\n

The model is primarily used for the following purposes:<\/p>\n\n\n\n