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# Max CPM Parameter

**Max CPM** is a setting available in **Cost Per Day (Daily Budget)** campaigns.
It acts as a filter that automatically excludes ad units whose effective CPM (cost per 1,000 unique impressions) exceeds the value you specify. 

The **Max CPM** field is in the **Campaign → Settings → Daily budget**: 

![](https://storage.crisp.chat/users/helpdesk/website/-/6/a/9/5/6a953c4814a02400/image_1qo77i0.png =500x264)

If you don't set a Max CPM manually, AADS applies a default limit that works well for most campaigns and helps protect advertisers from unexpectedly high traffic costs.

###### Why Use Max CPM?
Traffic prices fluctuate depending on supply and demand.
When several advertisers compete for the same traffic, the effective CPM may increase. If the CPM for an ad unit rises above your Max CPM limit, that traffic source will automatically be excluded from your campaign.
This allows you to:
* control how much you're willing to pay for traffic;
* avoid unexpectedly expensive traffic sources;
* balance campaign reach and cost efficiency.

###### Should I Set Max CPM to $100,000?
Remember that **Max CPM is not the price you will pay**. It is only the maximum CPM you're willing to accept before excluding a traffic source.
If you don't want to limit traffic based on CPM, you can set Max CPM to the maximum allowed value, currently **$100,000**. This effectively disables CPM-based filtering, allowing your campaign to access all eligible traffic regardless of its effective CPM.

###### When Should I Change It?
In most cases, the default Max CPM value is sufficient.
You may want to:
* **lower** Max CPM if your goal is to reduce advertising costs;
* **increase** Max CPM if your campaign uses narrow targeting or if you're missing valuable traffic because the default limit is too restrictive;
* set it to **$100,000** if you don't want CPM to influence traffic selection at all.

If you have any questions about our platform, feel free to [__contact our support team__](https://help.aads.com/). We’re here to help 24/7.