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 3,000 publishers who work with PubMatic for ad network and layout optimization services.

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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% 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: 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.

Key Findings

Additional Findings

• In March '08, 76% of small Web sites saw eCPMs under $1.00, compared to 96% of medium and 94% of large Web sites
• 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 respectively, for March '08
• Technology eCPMs have declined by 12% from January '08 ($0.92) to March '08 ($0.82)
• eCPMs for social networking sites are among lowest by vertical, though they have increased 69% from $0.22 in January '08 to $0.37 in March '08

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:

• 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.
• Michele Madansky, Ph.D. is a media and market research consultant and former VP of Global Market Research for Yahoo!