PubMatic AdPrice Index

The PubMatic AdPrice Index is a broad-based measure of ad network pricing information. It is based on anonymous data from over 4,000 publishers who work with PubMatic for ad network and layout optimization services.

The index for August indicated that News and Technology-focused online publishers were able to sustain ad pricing levels from the previous month while the rest of the industry showed significant decline. Both the News and Technology site categories maintain some of the highest average online advertising prices at $0.48 and $0.61 eCPMs, respectively.

Key Findings

• The News and Technology vertical categories remained relatively flat, with News having the same average eCPM of $0.48 in July as it had in June and Technology dropping 3 percent from an average eCPM of $0.63 in June to $0.61 in July.
• Although gaming sites saw a significant decline of 34 percent, it is still considered one of the most profitable publishing sectors with an average eCPM of $0.53 in July.
• Social Media and Entertainment have had the lowest overall performance for eCPM in the industry the past month, falling to $0.19 and $0.23, respectively.
• Overall decline in eCPM was 25 percent from June to July.

Segment Definitions

• Small Web site segment: Less than 1 million page views per month.
• Medium Web site segment: Between 1 million and 100 million page views per month.
• Large Web site segment: Over 100 million page views per month.
• Aggregate Index: Data for All Web sites is computed using a weighting of 65 percent large Web sites, 20 percent Medium Web sites, and 15 percent Small Web sites based on an estimate of overall traffic in the online publishing market.
• Note: The 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.

About the PubMatic AdPrice Index/Methodology

The PubMatic AdPrice Index is a monthly survey comprised of over 4,000 Web sites, approximately 85 percent of which are based in the US. The PubMatic AdPrice Index is prepared by leading independent statisticians and industry experts Albert Madansky, Ph.D. in the H.G.B. Alexander Professor Emeritus of Business Administration at the University of Chicago Graduate School of Business and recipient of the 2005 American Statistical Association Founders Award, and Michele Madansky, Ph.D., a media and market research consultant and former VP of Global Market Research for Yahoo!