PubMatic’s AdPrice Index report showed some interesting (and gloomy) trends on the state of web monetization. Overall, their aggregate index for web monetization was down 23% from March to April. The report highlights the continued declines in eCPMs across all segments of the web. That is, except for one… “Small web sites” (what PubMatic terms sites with less < 1M pg views / mo) was the only segment to increase eCPMs from March to April (up ~9%). Whether or not this trend is a result of the rise in vertical ad networks and third party monetization solutions is unclear, but it certainly highlights the opportunity to win advertisers’ check-books by delivering a clearly segmented demographic (and selling your inventory doesn’t hurt either).
Other interesting facts… Verticals – Social networks were the hardest hit, dropping 47% m-o-m. Technology sites faired the best, holding relatively flat m-o-m, but were still ~10% down from January highs. Segments – not surprisingly, large web sites (>100M pg views) were the hardest hit segment, dropping 52% m-o-m.
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