Report: Prices falling for ad network advertisements

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Palo Alto, Calif.—The price advertisers are willing to pay for space on ad networks fell 21% in the third quarter compared with the second quarter, although ad prices on business and financial sites remained relatively high, according to a new report by ad optimization company PubMatic.

PubMatic’s AdPrice Index for the third quarter showed that ads on social networks commanded the smallest price per thousand impressions (eCPM), at 20 cents, down 22% from the second quarter. Ads on business and finance Web sites, with a relatively high eCPM of 86 cents, also were down 22% from the second quarter.

Web sites focusing on technology were the only category that didn’t see ad prices fall, remaining flat quarter over quarter at 57 cents per thousand impressions.

—Christopher Hosford

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