Study: Online ad prices drop for large sites

Cory Bergman May 13th, 2008

An ad optimization company called PubMatic analyzed data from over 3,000 online publishers and came away with some interesting results. Display ad prices for large sites (more than 100M page views a month) dropped 52 percent. Medium sites were flat, and smaller sites actually increased. “Among the verticals, social networking led the plunge with monetization dropping 47 percent,” explains PubMatic. In many respects, this shouldn’t be that big of a surprise, as the social network sites have had the most difficult time monetizing their inventory. But it illustrates the growing commoditization effect of vast amounts of ad inventory. (Via PaidContent)