<b>"Two weeks in and earnings are already up"</b>

<b>"Two weeks in and earnings are already up"</b>

Reasonable instinct: fast feedback feels like proof.

But new networks routinely front-load. Fresh inventory gets a discovery bump as DSPs test-buy your audience, floors start soft to win the migration, and managed teams hand-tune your top pages personally for the first month. The honeymoon RPM is a <i>marketing number</i>, not a steady state. Month four is the real network.

🚩 Hidden variable: the test-buy ramp. Early CPMs include exploratory bids that normalize once algorithms have your data. A 2-week sample captures the spike and none of the settling.

Never judge a switch on under 60 days, and overlap a seasonal-matched baseline. December-to-January comparisons fooled half the case studies you've read.

Not saying the new network underdelivers — saying the comparison is rigged.