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What is CPM and effective CPM rate?

2013 Mobile Effective CPM Rates,

CPM is the cost per 1,000 impressions, For example, a $1 CPM means $1 for 1000 ad views. For the purpose of ad serving, it is the cost to serve 1,000 ad impressions. You can compare our rates with other ad management solutions. You will see that our pricing has the most competitive CPM rates on the market.
Effective/Reference CPM.

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effective cpm rate.

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This is the unit cost that is only for your reference when comparing one plan to another. The formula is:
Monthly Cost ÷ Impression Limit
This rate is not used to bill for overage. You're charged by the fixed monthly fee, depending on the plan, and not by the effective CPM rate. Standard Mobile Pricing has one of the most competitive CPM rates on the market today.

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What is CPM and effective CPM rate?