Who determines CPM online<< Were you Katie Couric's target audience? That Depends... | Main | Search - the workhorse of web advertising >> Emily Riley | September 18, 2006, 02:15 PM You may have read that Yahoo! Mail controls over 41 percent of all display ads based on current stats from Nielson. Add in the second and third largest sites, MySpace and MSN, and you're looking at more than 65 percent of all online display ads. Jupiter also counts Google AdSense in its display number, another huge volume player. We get asked all the time what the "average" CPM is. There are no firm rate card prices for websites, as our friends over at Kagan can do with cable TV, for example. However, if you're a branded content publisher, taking your cue from the "average" CPM basically means that you're comparing yourself to remnant impressions on large portals. |
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