Member Avatar for Dani

I'm very confused what CPM rates to charge for banner advertising. I see a lot of sites are averaging about $5 CPM. On the other hand, most big IT sites (Devshed, The Register, The Inquirer, etc) are charging $10 to $50 CPM. Am I out of line asking for $5 CPM to $16 CPM depending upon the ad position, size, and how targeted it is? Is $16 CPM out of line for a forum regardless of features such as forum-targeting, frequency capping, geotargeting, etc.?

  • 3 Contributors
  • 3 Replies
  • 207 Views
  • 3 Years Discussion Span
  • Latest Post Latest Post by ilasabba

Dani AI

Generated

Pricing banners for a forum is most reliably done by anchoring to measured site metrics (current eCPM/RPM, unique users, session length, geo mix, and viewability) and then differentiating by sale method, placement and format. Industry reporting shows premium budgets are concentrated in video/CTV and retail-media channels while basic display is more commoditized—so format and buyer type materially change what a CPM can command. (iab.com)

Use programmatic/networks as a transparent baseline but treat them as a floor, not the ceiling. Network/text buys (AdSense-style) give a useful RPM snapshot and explain how eCPM is calculated; private deals, guaranteed buys, and PMP/preferred deals typically pay a premium. Implementing header-bidding and deliberate floor management helps capture that uplift rather than leaving value on the table. (adsense.googleblog.com)

A practical pricing framework: (1) calculate the site baseline eCPM from recent reporting; (2) tier placements (prime above‑the‑fold header/top-rail = 2–3x baseline; targeted/guaranteed buys = +50–100% over baseline; run‑of‑site/remnant ≈ baseline or lower); (3) require minimum campaign lengths or impression minimums; (4) set viewability and make‑good clauses. Use dynamic or modelled floors in the header-bid stack so programmatic demand clears at realistic prices. (docs.prebid.org)

Operational/negotiation tips: offer a short paid pilot at a discounted floor to prove value, supply daily/weekly reporting (imps, viewability, geo, CTR), and require frequency caps to protect advertiser experience (common caps are in the low single digits per user over a defined window). For smaller/local buyers, offer CPC/CPL alternatives if CPM buys don’t fit their budgets. Track and iterate—rates should move as first‑party data, demand partners, and viewability improve. (ad-calc.com)

— anchor asks to measured RPM and site audience data; — include lower-cost programmatic options for small advertisers; — compare current network yields to short direct-sold pilots before changing long-term rates.

Member Avatar for musicnmovies

I think 5 - $15 CPM is too high for a normal small biz to ads on heavy traffic website.
So for as Google Adsense is concerend I get < $0.5 CPM ads most of the times. So I think u asking for $5 is pretty huge.

Member Avatar for Dani

Well the first thing to remember is AdSense is text based, so that lowers the equivalent CPM that AdWords advertisers are paying to be on your site. In addition, DaniWeb generates a LOT more than $0.50 CPM via AdSense, although it violates their TOS to say exactly how much. In addition, I am targeting large companies to buy DaniWeb advertising :)

Member Avatar for ilasabba

I could see now you have started using LakeQuincy ads in your Microsoft .NET related pages. How has been your earnings lately? I used to get high CPM rates for the ads shown. It looks like they have reduced it now. How has been yours?

Be a part of the DaniWeb community

We're a friendly, industry-focused community of developers, IT pros, digital marketers, and technology enthusiasts meeting, networking, learning, and sharing knowledge.