Heard: dayparting around an SSP's CPM dip added 14% ROI
A buyer noticed their pop source's CPM cratered between 02:00–06:00 local in tier-1 geos — desktop inventory nobody wanted, but their nutra offer still converted on insomniacs.
They shifted 40% of budget into that window at the cheap floor.
— CPM paid in window: $0.71 vs $1.30 daytime
— CVR only 8% lower at night
— blended ROI up 14%
The source was practically giving away 02:00 inventory. They bought the discount.
— confidence: medium
developing...
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