The EU-heavy site that "earns half of a US site" on the same network

The EU-heavy site that "earns half of a US site" on the same network

The claim: proof the network underpays European publishers.

The asterisk: a chunk of EU traffic arrives non-consented under GDPR, so it serves contextual-only or no personalized ads. Non-consented impressions clear at a steep discount because advertisers can't target them.

🚩 Hidden variable: consent rate, not the network's rate card. A site at 60% consent leaves money on the table that a US site never had to negotiate.

Fix the consent banner UX, push opt-in from 60% to 80%, and EU RPM climbs 20–30% without touching the network.

Not saying EU traffic is worthless — saying half the gap is your consent funnel, not the network shortchanging Europeans.