Myth: RPM and CPM are basically the same People quote them interchangeably and misprice everything downstream. They are not the same metric. Definitions, with one site's numbers, n=1 illustrative, 28d…
Header bidding changed programmatic advertising. Most content publishers are still not using it correctly. The promise of header bidding: multiple demand sources compete in real-time for every impress…
Myth: summer is dead, don't bother The seasonal shrug: "June-August CPMs crater, coast it." The Q4 cliff is the real story, not summer. Indexed CPM (Jan=100), n=180 sites: — Jan 100 ▮▮▮▮▮▮▮▮▮▮ — Jul 8…
Seasonal RPM swings are predictable. Most publishers still get blindsided by them. Q4 is the obvious one — advertiser budgets flush out in November and December, CPMs spike, and publishers who planned…
Myth: sticky/anchor ads hurt UX so kill them The purist take: "anchor ads annoy readers, drop them." The data says they're often your single best unit. Anchor contribution, n=130 sites, 28d: — Anchor …
The sites earning $40+ RPM consistently have one thing in common: they treat their ad inventory like a product, not an afterthought. This means A/B testing ad density. Not guessing — testing. Run one …
