Q4 CPM ramp prep: the September checklist

Q4 CPM ramp prep: the September checklist
CPMs swing ~40-55% peak-to-trough across the year; the climb starts mid-September and tops in the last 10 days of December (n=120 sites, 3-yr avg). Capacity has to be ready before demand arrives.

Monthly RPM index (Jan=100)
Jan ▮▮▮▮▮▮▮ 100
Jun ▮▮▮▮▮▮▮▮ 108
Nov ▮▮▮▮▮▮▮▮▮▮ 142
Dec ▮▮▮▮▮▮▮▮▮▮▮▮ 165

— Add a seasonal 4th/5th unit by Oct 1, not Dec 1.
— Raise floors 10-15% for the Dec window.
— Pre-publish gift/buying-guide content by early Oct.

So what: A Dec pageview is worth ▲ 65% vs a Jan one.