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It seems Apple is calculating eCPM off of the impressions actually shown, not the number of requests made. Since the fill rate was only 34.9%, I'd argue the ac
by gyardley 16y ago
It seems Apple is calculating eCPM off of the impressions actually shown, not the number of requests made. Since the fill rate was only 34.9%, I'd argue the actual eCPM for this developer is $51.49, not the reported $147.55.
These are still impressive numbers. It's clearly 'get as much money as fast as you can while advertisers are still being irrational' time.
- gyardley 16y agoWhile I'm looking at these numbers - they're consistent with Apple's claims that they're charging advertisers a $10.00 CPM + $2.00 CPC and then giving 60% to the developer. 9,300 imps x 11.80% CTR = 1,097 clicks 9.3 mille x $10.00 CPM = $93 from CPM 1,097 clicks x $2.00 CPM = $2,194 from CPC $2,194 + $93 = $2,287 gross from the advertiser $2,287 x 60% = $1,372 to the developer (as reported) If we assume that iAds clickthrough rates are because of their novelty, and that the CTR will decline to, say, 1% over time, that works out to an eCPM of $18.00 (assuming 100% fill rate) or $6.28 (assuming this developers' fill rate of 34.9%.) Still pretty good.