<b>"Premium networks get me higher CPMs"</b>
Fair point: managed networks negotiate direct deals and access demand you can't reach solo.
But a chunk of that "higher CPM" is a viewability tax you're paying back. Premium ad units often sit sticky, lazy-loaded, and refreshed — so the <i>measured</i> viewability hits 70%+, which advertisers pay a premium for. Your raw CPM looks great. Your impressions per session also doubled.
🚩 Hidden variable: viewability is a <i>filter</i>, not free money. High-viewability inventory earns more per impression because fewer impressions count — the network already discounted the junk you used to get paid pennies for.
Compare revenue per session, not CPM. CPM rewards networks for hiding your weak impressions, not for finding better demand.
Not saying premium demand is bad — saying the CPM comparison is rigged.
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<b>"Premium networks get me higher CPMs"</b>
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