For all their promise, it seems ad exchanges generally produce only pennies on the mille for many online publishers.
Niki Scevak is the founder of Homethinking, a real estate/home seller matchmaking site, and a sometimes analyst for Jupiter Research. After receiving a newsletter bulletin from Right Media crowing about its 13 percent growth in impressions (to 6.4 billion in August) and revenue ($2.2 million in publisher payments), he crunches the numbers for Right Media versus AdSense monetization on his own site and comes up with the following.
“Basic adsense [sic] on the site does $8-10 CPM and the advertisers on other networks who do participate in the exchange managed about 10-20 cents in the brief time I ran the trial.”
But he’s not ready to give up on exchanges yet: “It’s a great concept. Just nowhere near ready for prime time and for the moment Google, on a direct response basis, is always going to be the top bidder, which may turn out to be the huge deflater of recent exchange hype.”
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