Comments on: Pubmatic Data Suggests Small Sites Command Higher Rates For Remnant Ads Than Large Sites. http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/ Startup and Tech News Sat, 17 May 2008 10:10:10 +0000 http://wordpress.org/?v=2.3.3 By: Small is the New Big « Wedia Up http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2298836 Small is the New Big « Wedia Up Thu, 15 May 2008 15:00:44 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2298836 [...] Pubmatic Data Suggests Small Sites Command Higher Rates For Remnant Ads Than Large Sites. [via Zemanta] [...] […] Pubmatic Data Suggests Small Sites Command Higher Rates For Remnant Ads Than Large Sites. [via Zemanta] […]

]]> By: UtahLuxury.com http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2265758 UtahLuxury.com Mon, 05 May 2008 04:57:06 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2265758 Unless you can catch a ride with Federated Media I think it best to sell ads on your own (like we are getting ready to do). If you want to be serious about business then work up some demographics, hire some sales people and start selling your space. Using these ad networks like we all do is shameful waste of our time. Unless you can catch a ride with Federated Media I think it best to sell ads on your own (like we are getting ready to do). If you want to be serious about business then work up some demographics, hire some sales people and start selling your space. Using these ad networks like we all do is shameful waste of our time.

]]> By: Dennis http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2244830 Dennis Thu, 01 May 2008 18:12:43 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2244830 Thanks for this good data. There's somethin to think about, and I guess the truth is behind the scenes. Some arguments can be found in these comments here. Thanks for this good data. There’s somethin to think about, and I guess the truth is behind the scenes. Some arguments can be found in these comments here.

]]> By: Andreas http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2232816 Andreas Tue, 29 Apr 2008 10:21:00 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2232816 Great analysis - does anyone have figures for Germany? Thx Great analysis - does anyone have figures for Germany? Thx

]]> By: Gearing up for ad:tech San Francisco | PubMatic Blog http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2209256 Gearing up for ad:tech San Francisco | PubMatic Blog Tue, 22 Apr 2008 04:25:43 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2209256 [...] a week ago and we were very excited to see so many bloggers and publishers discussing it online. Techcrunch, Center Networks, Adotas, Click Z, Mashable and many others mentioned the [...] […] a week ago and we were very excited to see so many bloggers and publishers discussing it online. Techcrunch, Center Networks, Adotas, Click Z, Mashable and many others mentioned the […]

]]> By: Bob Bowden http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2191750 Bob Bowden Fri, 18 Apr 2008 19:41:58 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2191750 What CPM rate would Wikipedia command? With 3 miln pages and top pageranks, etc? What CPM rate would Wikipedia command? With 3 miln pages and top pageranks, etc?

]]> By: PuneTech » PubMatic releases AdPrice Index: Sensex for Online Ads http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2163864 PuneTech » PubMatic releases AdPrice Index: Sensex for Online Ads Sat, 12 Apr 2008 05:44:10 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2163864 [...] analysis of this news at TechCrunch and at [...] […] analysis of this news at TechCrunch and at […]

]]> By: Mike http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141754 Mike Tue, 08 Apr 2008 01:04:47 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141754 Should note that... I don't think it's *entirely* depth of visit - but it plays a noteworthy role in influencing CPM. Should note that… I don’t think it’s *entirely* depth of visit - but it plays a noteworthy role in influencing CPM.

]]> By: Mike http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141730 Mike Tue, 08 Apr 2008 00:59:58 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141730 I don't think it's small vs. large but the depth of the visit. Sites like MySpace that have say 30 pageviews per visit are naturally going to have lower CPMs than sites with 5 page views per visit. The deeper the user is in the visit the less likely a user is to click on an ad. Even CPM ads often back into a CPC or a CPA. Advertisers with big networks will pull ads from sites that aren't performing. This is also the reason a site can do well with a new ad network in the first few weeks and then see a dramatic drop in CPM as poor performing ads (that may have been high paying) are pulled. Also, sites with multiple ads per page will often see the individual CPMs on each ad unit decrease as a user can't perform an action on all of the ads. On the other hand, there may be a balance that nets the site more money - this isn't to say 1 unit is better than 2. Just don't expect 5 ads to achieve 5x the original 1. I don’t think it’s small vs. large but the depth of the visit. Sites like MySpace that have say 30 pageviews per visit are naturally going to have lower CPMs than sites with 5 page views per visit.

The deeper the user is in the visit the less likely a user is to click on an ad. Even CPM ads often back into a CPC or a CPA. Advertisers with big networks will pull ads from sites that aren’t performing. This is also the reason a site can do well with a new ad network in the first few weeks and then see a dramatic drop in CPM as poor performing ads (that may have been high paying) are pulled.

Also, sites with multiple ads per page will often see the individual CPMs on each ad unit decrease as a user can’t perform an action on all of the ads. On the other hand, there may be a balance that nets the site more money - this isn’t to say 1 unit is better than 2. Just don’t expect 5 ads to achieve 5x the original 1.

]]> By: Focusing on the supply: Good move Pubmatic « Internet Marketing Observations http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141609 Focusing on the supply: Good move Pubmatic « Internet Marketing Observations Tue, 08 Apr 2008 00:35:07 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141609 [...] More on TechCrunch: http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-rem...  [...] […] More on TechCrunch: http://www.techcrunch.com/2008.....rem…  […]

]]> By: chris m http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141205 chris m Mon, 07 Apr 2008 23:24:08 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141205 @11: I think @10 was using M as a unit in the same way it's used in CPM, in other words to mean one thousand - not one million. So in other words his site has 200K monthly uniques. @10: $45-55 CPM sounds great - what kind of commitment were they willing to make in terms of number of pageviews, duration of contract, etc.? Your site seems quite targeted. @11: I think @10 was using M as a unit in the same way it’s used in CPM, in other words to mean one thousand - not one million. So in other words his site has 200K monthly uniques.

@10: $45-55 CPM sounds great - what kind of commitment were they willing to make in terms of number of pageviews, duration of contract, etc.? Your site seems quite targeted.

]]> By: dotw http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141092 dotw Mon, 07 Apr 2008 23:04:34 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141092 I tried pubmatic and saw no evidence of this at all. I save a "small site" by their standards, but saw CPMs was below $1. In fact, I do better chaining networks together myself. And their analysis is not that earth shattering. The more page views you have, typically the content is less focused and more general. As are your visitors. This can bring in lower CMPs. Additionally, a large site will always have excess inventory to monetize and sometimes these are monetized at very low cpms (ie adsense). The sheer number of which will drive the Average CPM down. Not rocket science. I tried pubmatic and saw no evidence of this at all. I save a “small site” by their standards, but saw CPMs was below $1. In fact, I do better chaining networks together myself.

And their analysis is not that earth shattering. The more page views you have, typically the content is less focused and more general. As are your visitors. This can bring in lower CMPs. Additionally, a large site will always have excess inventory to monetize and sometimes these are monetized at very low cpms (ie adsense). The sheer number of which will drive the Average CPM down. Not rocket science.

]]> By: You all crack me up http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141058 You all crack me up Mon, 07 Apr 2008 22:59:09 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141058 @ 11 - Thank you for having a brain. Seems like it's something most people on TechCrunch might want to look into obtaining. Unfortunately brains are not found on Twitter, SecondLife, Facebook, or other idiotic places the regular TC reader visits. There's some VC that had a blog post about this a while ago. It's very, very difficult to build an ad-supported business. Too many people are enamoured with being "media" companies. @ 11 - Thank you for having a brain. Seems like it’s something most people on TechCrunch might want to look into obtaining. Unfortunately brains are not found on Twitter, SecondLife, Facebook, or other idiotic places the regular TC reader visits.

There’s some VC that had a blog post about this a while ago. It’s very, very difficult to build an ad-supported business. Too many people are enamoured with being “media” companies.

]]> By: TechCrunch Japanese アーカイブ » Pubmatic統計「大手より小さなサイトの方がレムナント広告のeCPMは高い」 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141018 TechCrunch Japanese アーカイブ » Pubmatic統計「大手より小さなサイトの方がレムナント広告のeCPMは高い」 Mon, 07 Apr 2008 22:53:42 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2141018 [...] [原文へ] [...] […] [原文へ] […]

]]> By: Anand Rajaraman http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140944 Anand Rajaraman Mon, 07 Apr 2008 22:40:57 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140944 This is very interesting data. Coincidentally, I just posted a fairly detailed analysis of social media ad CPMs (http://anand.typepad.com/datawocky/2008/04/affinity-and-he.html). The analysis teased out two factors that seem to explain a lot of the CPM variation (from $16 for TripAdvisor to pennies for Facebook). It's not size that matters so much as the ability to target; it just so happens that the sites with higher traffic in Pubmatic's set also tend to be have lower targetability, but that doesn't have to be true in general. This is very interesting data. Coincidentally, I just posted a fairly detailed analysis of social media ad CPMs (http://anand.typepad.com/datawocky/2008/04/affinity-and-he.html). The analysis teased out two factors that seem to explain a lot of the CPM variation (from $16 for TripAdvisor to pennies for Facebook). It’s not size that matters so much as the ability to target; it just so happens that the sites with higher traffic in Pubmatic’s set also tend to be have lower targetability, but that doesn’t have to be true in general.

]]> By: Ben http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140783 Ben Mon, 07 Apr 2008 22:10:15 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140783 I was in a marketing class at the local high school last week (no not for a remedial class in spite of what my marketing team might say) They asked me what the one thing they needed to learn in math for Marketing. I told them learn statistics, specifically the difference between causality and coorelation. It would seem that this would apply to this post. While I am sure there is a coorelation between small sites and high CPM, I doubt you can show causality. I was in a marketing class at the local high school last week (no not for a remedial class in spite of what my marketing team might say) They asked me what the one thing they needed to learn in math for Marketing.

I told them learn statistics, specifically the difference between causality and coorelation. It would seem that this would apply to this post.

While I am sure there is a coorelation between small sites and high CPM, I doubt you can show causality.

]]> By: Abdullah Anwar http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140687 Abdullah Anwar Mon, 07 Apr 2008 21:55:26 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140687 Smaller networks do make more money since they are targeted and it makes if difficult for larger networks to target since there are people of all types and therefore the CPM rate on smaller networks is higher than on larger networks. Smaller networks do make more money since they are targeted and it makes if difficult for larger networks to target since there are people of all types and therefore the CPM rate on smaller networks is higher than on larger networks.

]]> By: No BS http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140670 No BS Mon, 07 Apr 2008 21:52:22 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140670 @2: You are absolutely right. But don't expect any love from this bunch. They are already head over heels for the myth of making easy millions from advertising. @8: At a $1 eCPM #2 already took into account putting 3 ads per page since according to the data in the post, those 100M sites are only taking $0.31-$0.31 cpm PER ad. Putting 6 ads on a page is a bit excessive. There is only so much space above the fold. @10: Thanks for once again proving that the techcrunch comments are just for spamming your own business or website. The words small website and ~200M pageviews a month don't even work in the same sentence. Typepad.com gets only 124M pageviews a month. Your site DOESN'T. @2: You are absolutely right. But don’t expect any love from this bunch. They are already head over heels for the myth of making easy millions from advertising.

@8: At a $1 eCPM #2 already took into account putting 3 ads per page since according to the data in the post, those 100M sites are only taking $0.31-$0.31 cpm PER ad. Putting 6 ads on a page is a bit excessive. There is only so much space above the fold.

@10: Thanks for once again proving that the techcrunch comments are just for spamming your own business or website. The words small website and ~200M pageviews a month don’t even work in the same sentence. Typepad.com gets only 124M pageviews a month. Your site DOESN’T.

]]> By: Josh Crandall http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140618 Josh Crandall Mon, 07 Apr 2008 21:44:21 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140618 We published a report - Netpop | Response - at the end of 2006 that looked at the effectiveness of ads presented on high-traffic and low-traffic websites. The trend was similar. Another analysis focused on the type of site - shopping, social networking, entertainment, etc. More info: http://www.netpopresearch.com/node/1649 Press release: http://www.media-screen.com/press121206.html Relevant content, special interests and small sites are effective. We published a report - Netpop | Response - at the end of 2006 that looked at the effectiveness of ads presented on high-traffic and low-traffic websites. The trend was similar. Another analysis focused on the type of site - shopping, social networking, entertainment, etc.

More info: http://www.netpopresearch.com/node/1649
Press release: http://www.media-screen.com/press121206.html

Relevant content, special interests and small sites are effective.

]]> By: justrum http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140460 justrum Mon, 07 Apr 2008 21:21:16 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140460 I operate a small website ~200M pageviews per month, what point would remnant ads serve, ok maybe coffe funds. We have been approached to serve branded ads @ $45-55 CPM. http://www.cmecorner.com I operate a small website ~200M pageviews per month, what point would remnant ads serve, ok maybe coffe funds.

We have been approached to serve branded ads @ $45-55 CPM.
http://www.cmecorner.com

]]> By: Michael Bakovic http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140339 Michael Bakovic Mon, 07 Apr 2008 21:00:59 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140339 Of course smaller sites would charge more because usually there ads would be more targeted towards certain individuals. Check out my site for ways to make money online http://mikesmoneyclub.blogspot.com Of course smaller sites would charge more because usually there ads would be more targeted towards certain individuals.

Check out my site for ways to make money online http://mikesmoneyclub.blogspot.com

]]> By: MattW http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140267 MattW Mon, 07 Apr 2008 20:49:24 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140267 @cracked up - If you can't serve 100m page views for a heck of a lot less than $100k, you're awful. Also, pages frequently come with a heck of a lot more than 1 ad. When they jam 6 ads on a page and average that $1, now they're taking in $600k. I could serve 100m page views of a typical site for <$15k/mo. There are now two very good networks selling bandwidth for <= $15/Mb/mo. @cracked up -

If you can’t serve 100m page views for a heck of a lot less than $100k, you’re awful. Also, pages frequently come with a heck of a lot more than 1 ad. When they jam 6 ads on a page and average that $1, now they’re taking in $600k. I could serve 100m page views of a typical site for <$15k/mo. There are now two very good networks selling bandwidth for <= $15/Mb/mo.

]]> By: MikeT http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140132 MikeT Mon, 07 Apr 2008 20:22:57 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140132 @2: read this: http://www.redorbit.com/news/technology/1200597/san_jose_mercury_news_calif_tech_talk_column_takahashi_three/index.html @2: read this:
http://www.redorbit.com/news/t.....index.html

]]> By: dmg http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140042 dmg Mon, 07 Apr 2008 19:58:24 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2140042 My take is that many small sites won't bother with remnant advertising unless it's at a higher cpm, as since they have limited inventory, the revenue will be completely insubstantial. Larger sites will more likely run remnant, at a lower cpm. Many small sites will reject a $1.00 cpm, period. So out of the small sites that *do* run remnant campaigns, the majority that do run them get a higher cpm compared to larger sites, but probably because most small sites simply decline to run remnants in general. My take is that many small sites won’t bother with remnant advertising unless it’s at a higher cpm, as since they have limited inventory, the revenue will be completely insubstantial. Larger sites will more likely run remnant, at a lower cpm.

Many small sites will reject a $1.00 cpm, period.

So out of the small sites that *do* run remnant campaigns, the majority that do run them get a higher cpm compared to larger sites, but probably because most small sites simply decline to run remnants in general.

]]> By: Isaac http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2139981 Isaac Mon, 07 Apr 2008 19:39:38 +0000 http://www.techcrunch.com/2008/04/07/pubmatic-data-suggests-small-sites-command-higher-rates-for-remnant-ads-than-large-sites/#comment-2139981 Let's not forget that Pubmatic is a technology provider and is the one "Optimizing" all of these sites. They are not a data analyzation company, they are a Technology provider competing with Rubicon and the likes to win the rights to optimize and take a cut of a Publisher's inventory. Based on this information it appears that Pubmatic may only well for small sites... Let’s not forget that Pubmatic is a technology provider and is the one “Optimizing” all of these sites. They are not a data analyzation company, they are a Technology provider competing with Rubicon and the likes to win the rights to optimize and take a cut of a Publisher’s inventory.

Based on this information it appears that Pubmatic may only well for small sites…

]]>