Geo Pulse #52 — Tier-2 isn't one bucket
Theme: the mistake of pricing all of "Tier-2" the same.
→ Treating Tier-2 as a flat discount. Brazil, Poland, Turkey, and the Philippines share a tier label and almost nothing else — purchasing power, card penetration, and CPM differ 3-5x. Fix: build per-country economics, never per-tier.
→ Poland is a fake Tier-2. EU member, high card use, eCPMs closer to Spain than to its tier peers. Bidding it at "Tier-2 floor" leaves money on the table.
→ The Philippines vs Vietnam gap. Similar GDP-per-capita, very different e-wallet behavior (GCash vs MoMo). Same tier, different payment rail, different LTV.
→ Reframe. Tiers are a planning shorthand from ad networks, not a media-buying truth. Use them to group, then immediately disaggregate. Credit: every buyer who's been burned by a "cheap geo" with zero monetization.
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Geo Pulse #52 — Tier-2 isn't one bucket
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