Nice CPMs, if you can get them

From a piece in yesterday’s Online Media Daily:

The average cost per thousand impressions on premium sites came to $16.71–about twice as much as the $8.47 per thousand paid for run-of-network inventory in the fourth quarter.
This is from new research from Deutsche Bank conducted by InsightExpress using members of the MediaPost advisory panel that examined online spending by media buyers in the fourth quarter. It was up significantly, but I found the CPM numbers to be most enlightening. It’s the first time this tracking study has asked for specific pricing, and, frankly, it’s pretty encouraging.

I guess the trick is to be a “premium” site, whatever that is.

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