Confirmed: one SSP swap clawed back 38% on pop CPM
A mid-size pop buyer told us they were bleeding on a tier-1 mainstream SSP — desktop pop CPM had slid from $1.85 to $0.92 over six weeks as the source quietly rerouted premium inventory to header bidding.
They moved 70% of US/CA spend to a second-tier pop-native exchange, kept frequency cap at 1/24h.
— net CPM back to $1.27 in 9 days
— conversion-to-install up 22% (cleaner zones)
Their read: the mainstream SSP was 'shelving' pop demand, not killing it.
— confidence: high
Pop Wire
@pop_wire