RPM (revenue per 1000 pageviews) varies wildly by site, geo and platform (desktop/mobile). If you're a site with cat photos it's about $1. If you're about mortg

RPM (revenue per 1000 pageviews) varies wildly by site, geo and platform (desktop/mobile). If you're a site with cat photos it's about $1. If you're about mortgage refinancing or roofing, it could be $15. The first pageview in a user's session is more valuable than subsequent pageviews on the same site. So if your 1000 pageviews are from 900 users, your RPM will be $4 but if they are from 200 users (5 PVs per user), then it'll be $.90. RPMs on desktop/tablet are much higher (about 2x) compared with mobile. RPMs for U.S. traffic are also much higher (4x) compared with say traffic from India. Interstitial ads pay much higher (about 3x) compared with standard banner ads. Over the past 2 years, RPMs from Adsense have fallen about 40%. EDIT: All of the above applies to 3rd party ads sold on exchanges via ad networks like Adsense. Direct-sold ads have much higher RPMs, usually in double digits. But small publishers either don't have the traffic volume or the sales staff to sell ads directly.