www.adpriceindex.com
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
All Web Sites
$1.00
$0.80
Large Web Sites
$0.60 Medium Web Sites
$0.40 Small Web Sites
$0.20
$0.00
Jan-08 Feb-08 Mar-08
eCPM ($) by Web site segment* All Sites Large Sites Medium Sites Small Sites
January 2008 0.42 0.31 0.34 1.00
February 2008 0.45 0.33 0.33 1.15
March 2008 0.49 0.38 0.34 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!
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