Comments on: Pubmatic Data Suggests Small Sites Command Higher Rates For Remnant Ads Than Large Sites.

By: andre

andre — Sat, 03 Oct 2009 22:06:01 +0000

Great analysis! Thanx a lot!

By: PubMatic Launches Campaign Fulfillment Service for Ad Networks | Editechial

PubMatic Launches Campaign Fulfillment Service for Ad Networks | Editechial — Mon, 22 Sep 2008 14:32:42 +0000

[...] fulfillment service designed to provide ad networks with publisher inventory in a flexible way. Open to all ad networks, AdFlex allows on-demand fulfillment for both repeated and single campaigns from certified [...]

By: Small is the New Big « Wedia Up

Small is the New Big « Wedia Up — Thu, 15 May 2008 15:00:44 +0000

[...] Pubmatic Data Suggests Small Sites Command Higher Rates For Remnant Ads Than Large Sites. [via Zemanta] [...]

By: UtahLuxury.com

UtahLuxury.com — Mon, 05 May 2008 04:57:06 +0000

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

Dennis — Thu, 01 May 2008 18:12:43 +0000

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

Andreas — Tue, 29 Apr 2008 10:21:00 +0000

Great analysis – does anyone have figures for Germany? Thx

By: Gearing up for ad:tech San Francisco | PubMatic Blog

Gearing up for ad:tech San Francisco | PubMatic Blog — Tue, 22 Apr 2008 04:25:43 +0000

[...] 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

Bob Bowden — Fri, 18 Apr 2008 19:41:58 +0000

What CPM rate would Wikipedia command? With 3 miln pages and top pageranks, etc?

By: PuneTech » PubMatic releases AdPrice Index: Sensex for Online Ads

PuneTech » PubMatic releases AdPrice Index: Sensex for Online Ads — Sat, 12 Apr 2008 05:44:10 +0000

[...] analysis of this news at TechCrunch and at [...]

By: Mike

Mike — Tue, 08 Apr 2008 01:04:47 +0000

Should note that… I don’t think it’s *entirely* depth of visit – but it plays a noteworthy role in influencing CPM.

By: Mike

Mike — Tue, 08 Apr 2008 00:59:58 +0000

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

Tue, 08 Apr 2008 00:35:07 +0000

[...] More on TechCrunch: http://www.tech...or-rem… [...]

By: chris m

chris m — Mon, 07 Apr 2008 23:24:08 +0000

@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

dotw — Mon, 07 Apr 2008 23:04:34 +0000

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

You all crack me up — Mon, 07 Apr 2008 22:59:09 +0000

@ 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」

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

[...] [原文へ] [...]

By: Anand Rajaraman

Anand Rajaraman — Mon, 07 Apr 2008 22:40:57 +0000

This is very interesting data. Coincidentally, I just posted a fairly detailed analysis of social media ad CPMs (http://anand.ty...ity-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

Ben — Mon, 07 Apr 2008 22:10:15 +0000

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

Abdullah Anwar — Mon, 07 Apr 2008 21:55:26 +0000

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

No BS — Mon, 07 Apr 2008 21:52:22 +0000

@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

Josh Crandall — Mon, 07 Apr 2008 21:44:21 +0000

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.netp...h.com/node/1649
Press release: http://www.medi...ress121206.html

Relevant content, special interests and small sites are effective.

By: justrum

justrum — Mon, 07 Apr 2008 21:21:16 +0000

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

Michael Bakovic — Mon, 07 Apr 2008 21:00:59 +0000

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://mikesmon...ub.blogspot.com

By: MattW

MattW — Mon, 07 Apr 2008 20:49:24 +0000

@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

MikeT — Mon, 07 Apr 2008 20:22:57 +0000

@2: read this:
http://www.redo...hree/index.html