We are excited to announce our industry first “Q1 2018: Monetization Benchmarks” report today. This is one of the many industry data reports that we will continue to publish providing important insights related to monetization through ad revenue. This report gives an in-depth comparison of eCPMs for 1st impressions and overall and providing a ranking of monetization providers in the mobile industry.
You are welcome to download the report through this link.
Here are the quick take-aways from the report:
- Advertisers and monetization providers are clearly paying a premium for first impressions. The premium can be as high as 100% of the average eCPM, sometimes higher
- Monetization providers and advertisers have different bidding strategies when it comes to first impressions. Some are more aggressive while others seem indifferent to the impression sequence
- Games tend to have a bigger focus on getting the 1st impression in comparison to non-gaming advertisers who appear to be indifferent to whether or not they are shown 1st.
- There are a few advertisers who repeatedly show up in the top 10 across different ad formats and platforms. They are able to do that by having a clear data advantage. When negotiating prices for 1st impression – make sure you have enough data.