This week we are doing something a bit different. We will focus on the benchmarking and COVID-19 sections of AdIntel and share with you about 5 new discoveries and learnings that we noticed since the lockdown started.
1 – Decline in CPIs since Lockdown hit the US
One of the first things we noticed as the western countries all went into lockdown at the beginning of March is the decline of CPIs. This is correlated with reports from other sources such as AppAnnie about install volume going up.
2 – Facebook is the biggest loser
While CPM levels, in general, did not go down during March the lockdown did negatively affect the CPM levels provided by FAN. After a very long time of holding the top spot in this KPI, Facebook CPMs dropped by 25% and it is now in second place.
3 – Admob rules solitaire monetization
Not directly related to COVID-19. Just something we noticed once we launched this new section of AdIntel called CPM / Verticals. This section basically allows you to choose a vertical and then see who are the top monetization providers in terms of volume and CPM for that vertical. It seems like in Solitaire, the highest volume is provided by Admob with a high CPM of over $28. Unityads have the volumes but with much lower CPMs and it seems like Vungle provides a good combination of volume and CPMs as well.
4 – Impression volume goes up during lockdown
As the corona imposed lockdown started in the US, we also saw an increase in impression volume. This trend seems to be continuing and levels are nearly 2x the levels they were in February.
5 – Chartboost are a nice surprise in slots
While in general Chartboost are no longer a major player, when looking at the casino/slots vertical they seem to have high CPMs even though volumes are quite low. Another related find is that Applovin are leading the CPM chart in the casino vertical while also having decent volumes.
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