Our read: consolidating 5 small sources into 1 deal cut effective CPM 11%
A buyer was spreading $40k/mo across 5 pop sources, getting list rate from each. None big enough to negotiate.
They consolidated 80% of spend into the single best-converting source and used the volume to negotiate.
— locked a private floor 11% under list
— got first-look on premium pop zones
— dropped 4 sources that ate ops time for thin volume
Fragmented spend = zero leverage. One concentrated buy bought them a seat at the table.
— confidence: high
Pop Wire
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