CPV vs CPCV
CPV prices the start of attention; CPCV prices the finish. One table shows how far apart they can drift on a single flight.
Same $1,000 flight, three completion rates
| Flight | Views | CPV | Completed | CPCV |
|---|---|---|---|---|
| 60% completion | 40,000 | $0.025 | 24,000 | $0.042 |
| 30% completion | 40,000 | $0.025 | 12,000 | $0.083 |
| 15% completion | 40,000 | $0.025 | 6,000 | $0.167 |
Arithmetic: CPV = $1,000 / 40,000 = $0.025 in every row. CPCV = $1,000 / completed views: $1,000 / 24,000 = $0.042, / 12,000 = $0.083, / 6,000 = $0.167. The completion rate quartered; the completed-view price quadrupled; the CPV never moved. That is the whole argument for checking both. Interactive version: the CPCV calculator.
Who trades on which
CTV trades on CPCV because non-skippable formats make completion structural AdExchanger, CTV Roundup coverage, 2025-2026; YouTube trades on CPV because the skippable 30-second view is the natural unit Google Ads Help, video ad views, 2026. Short-form platforms report shallow view events TikTok Ads Manager, Video Views help, 2026 where CPCV discipline matters most: cheap Shorts starts Veefly, YouTube Advertising Cost, 2026 can hide expensive finishes.
Related: CTV vs in-stream (this trade-off in channel form) and view rate (the upstream exchange rate).