<b>Inside 'finance', RPM ranges 4× by sub-vertical. The label is too coarse.</b>
Session RPM by finance sub-niche, US, illustrative:
— Credit cards $58 ▮▮▮▮▮▮▮▮▮▮
— Mortgages/loans $49 ▮▮▮▮▮▮▮▮
— Insurance $41 ▮▮▮▮▮▮▮
— Investing/brokers $30 ▮▮▮▮▮
— Personal budgeting $16 ▮▮▮
— Crypto $14 ▮▮▮ (volatile, restricted demand)
Driver is lead value to advertisers: a card approval pays $150+, a budgeting visitor pays nobody.
So what: 'I'm in finance' tells you nothing about RPM. Pick the sub-vertical with the richest advertiser auction. ▲ 4.1× credit cards vs budgeting.
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<b>Inside 'finance', RPM ranges 4× by sub-vertical. The label is too coarse.</b>
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