Right Media Direct Exchange Update
This from the Right Media Direct Exchange Newsletter:
“Direct Media Exchange hit a 13% gain in total impression volume for August, setting a new high at 6.4 billion impressions! Revenue paralleled closely with that of volume gains, increasing 12% for a $2.2 million payout to publishers. All numbers include both linked and third-party data.”
Which translates to an effective CPM of $0.33.
I signed up Homethinking for the direct media exchange a while back and ran some of our inventory through it. Basic adsense 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.
That said, 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.
Niki,
I don’t think that’s a fair comparison. Real estate is a very low-volume and highly keyword relevant market that adsense is basically designed entirely around. You could randomly select people who are bidding on relevant real-estate based keywords and probably still make a $5 CPM. Display on the other hand works differently — you were probably getting some ads for Vonage, Cingular, Verizon and 50 or so “punch the monkey” varieties — each of which needs to run a certain amount of volume to see whether or not they will perform on your site.
Notice that you never see Adsense on Myspace of Facebook — these are places where display work because the contextual technologies can’t find the right ads to show on those pages.
I’m not trying to say that you don’t have a point — Adsense is a multi-billion $ ad-network — it’s insanely frickin’ huge and the display market needs to get a lot better before it can really compete in a lot of places.
-Mike
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Niki - we would love to learn more the results you’ve been able to see with your ads. Check out our publicly available recent report on CPMs and let us know what you think.