Retailers understand the importance of creating customized shopping experiences, but often don’t know where to start. For instance: do they segment by device, location, or weather? Or all three? eRPM is a software category designed to enable companies to optimize the content, presentation, and/or functionality of their site in order to improve revenue from existing traffic. This guide defines eRPM and presents an actionable plan to help you establish a sustainable growth strategy for your site.