<b>EPMV dropped 10%? Diagnose in this order</b>

<b>EPMV dropped 10%? Diagnose in this order</b>
EPMV = earnings per 1,000 visitors (revenue ÷ sessions × 1,000) — the only number that nets ad density against engagement. Median content-site EPMV: $18-28 (n=95, 28d).

Work the funnel top-down, never guess:
— 1. Sessions flat but EPMV down → ad problem, not traffic.
— 2. Check fill rate first (target 95%+).
— 3. Then CPM by demand partner — one partner often collapses.
— 4. Then viewability (see if a unit broke).
— 5. Last: geo mix shift (US share down crushes EPMV).

<b>So what:</b> 70% of 'sudden' EPMV drops trace to one demand partner ▼.

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