More NewsWill AdSense Be the “Huge Deflator” of Exchange Hype?

Will AdSense Be the "Huge Deflator" of Exchange Hype?

For all their promise, it seems ad exchanges generally produce only pennies on the mille for many online publishers

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.”

Related Articles

How to measure a multi-channel marketing strategy

Digital Marketing How to measure a multi-channel marketing strategy

3m Tereza Litsa
The future of retail: How IoT is transforming the retail industry

Digital Transformation The future of retail: How IoT is transforming the retail industry

4m Diana Maltseva
GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

11m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

2y Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

2y Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

2y Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

2y Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

2y Al Roberts