Anyone monetizing a website through display ads wonders at some point how their earnings compare to their peers. Display ad earnings can be standardized through the CPM metric–or, more appropriately, revenue per thousand impressions (RPM). This figure refers to the cost to advertisers (which equates to revenue for publishers) for 1,000 ad impressions. In other words, it makes it possible to compare the earnings rates for sites regardless of audience sizes.
The higher a site’s RPM, the more money it will earn for every thousand pageviews generated.
Calculating an “average” CPM (or RPM) is of course very difficult. For starters, online advertisements are of course not served exclusively on desktop computers using Internet Explorer anymore; there are multiple mediums through which Web traffic consumes content and ads.
More specifically, a growing number of ads are served on mobile devices, within online videos, and within emails. Each of these channels has a number of unique characteristics that impacts the value of the ads to advertisers… CONTINUE