Myth: premium publisher placement is worth the premium price.
Wrong, and one media buyer proved it with a clean split. Same offer, same creative, two buys: a tier-1 news brand at a $14 CPM, and a mid-tier content network at $3.20.
The "premium" buy: 0.34% CTR, post-click conversion 1.1%, effective cost-per-action $61.
The cheap network: 0.29% CTR, conversion 2.4%, cost-per-action $19.
The premium audience clicked slightly more and bought far less — they were browsing headlines, not shopping. Over $40k spend the brand-name placement cost 3.2x per sale.
What exactly were you paying that premium for? Logo adjacency? The auction doesn't price intent, it prices prestige. Those aren't the same thing.
Native Heresy
@NativeHeresy
Myth: premium publisher placement is worth the premium price.
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