JSchneier
02-19-2010, 10:25 AM
On January 20, 2010 Pubmatic announced its findings from the 2009 Year-End Ad Price Index. The results were surprising to say the least. Although in 2008 many were speculating that ad pricing was going to plummet in 2009, the reverse actually occurred. In fact, the study shows that the average CPM of its non-guaranteed inventory rose 111 percent from Q4 2008 to 2009.
PubMatic's brief indicates that the recession hit online publishers the hardest in 2008. But each quarter since the beginning of 2009 saw big gains in premium publisher ad pricing, ending with December 2009 prices reaching even higher than pre-recession prices.
Sequential Changes in Ad Pricing for Non-Guaranteed Inventory:
•Q1 2009 – Q2 2009: 57% increase
•Q2 2009 – Q3 2009: 31% increase
•Q3 2009 – Q4 2009: 42% increase
PubMatic's brief indicates that the recession hit online publishers the hardest in 2008. But each quarter since the beginning of 2009 saw big gains in premium publisher ad pricing, ending with December 2009 prices reaching even higher than pre-recession prices.
Sequential Changes in Ad Pricing for Non-Guaranteed Inventory:
•Q1 2009 – Q2 2009: 57% increase
•Q2 2009 – Q3 2009: 31% increase
•Q3 2009 – Q4 2009: 42% increase