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PubMatic AdPrice Index
April 7, 2008 The PubMatic AdPrice Index is a broad-based measure of ad network pricing information based on anonymous data from over 3,000 publishers who work with PubMatic for ad network and ad layout optimization services. Key findings
$1.40 $1.20 $1.00 $0.80 $0.60 $0.40 $0.20 $0.00 Jan-08 Feb-08 Mar-08
All Web Sites Large Web Sites Medium Web Sites Small Web Sites
eCPM ($) by Web site segment* January 2008 February 2008 March 2008
All Sites 0.42 0.45 0.49
Large Sites 0.31 0.33 0.38
Medium Sites 0.34 0.33 0.34
Small Sites 1.00 1.15 1.18
*Segment definitions The Small Web site segment consists of Web sites with less than one million page views per month The Medium Web site segment consists of Web sites with between one million and 100 million page views per month The Large Web site segment consists of Web sites with over 100 million page views per month The aggregate index is computed using a weighting of 65% large Web sites, 20% medium Web sites, and 15% small Web sites based on an estimate of overall traffic in the online publishing market Note: Pricing data reflects net publisher monetization via ad networks and excludes ad networks’ share of ad spends as well as inventory sold directly by publishers to ad agencies or advertisers Additional findings In March, 76% of small Web sites saw eCPMs under $1.00, compared to 96% of medium Web sites and 94% of large Web sites
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Across all Web sites, the range of eCPMs was $0.003 to $15.25 eCPMs for technology and gaming sites are higher on average than other categories: $0.82 and $0.69 for March respectively Technology eCPMs have declined by 12% from January ’08 ($0.92 eCPM) to March 2008 ($0.82 eCPM) eCPMs for social networking sites are among the lowest by vertical, though they have increased 69% from $0.22 in January to $0.37 in March
About the PubMatic AdPrice Index / Methodology The PubMatic AdPrice Index is a broad-based measure of ad network pricing information based on anonymous data from over 3,000 publishers who work with PubMatic for ad network and ad layout optimization services. Approximately 85% of these publishers are based in the US. The pricing data reflects the pricing of text and banner inventory sold to ad networks only, and does not include inventory sold directly to advertisers The pricing data reflects net publisher monetization, not gross advertising spend or the money paid by the advertiser to an ad network The PubMatic AdPrice Index is prepared by leading independent statisticians and industry experts: o Albert Madansky, Ph.D. is the H.G.B. Alexander Professor Emeritus of Business Administration at the University of Chicago Graduate School of Business, and was the recipient of the 2005 American Statistical Association Founders Award o Michele Madansky, Ph.D. is a media and market research consultant and former VP of Global Market Research for Yahoo! Subscribe to Monthly Updates Subscribe to monthly updates of the PubMatic AdPrice Index by going to www.adpriceindex.com and registering your email address at the bottom of the web page.