What is Publisher Revenue Comparison?
Publisher Revenue Comparison is a way to estimate and compare advertising monetization performance between two websites or digital publishers. The comparison can consider traffic volume, advertising opportunities, fill rate and CPM.
How the Calculator Works
The calculator estimates potential ad impressions by multiplying monthly pageviews by the average number of monetized ads per page. It then applies the fill rate to estimate the number of filled advertising impressions.
Estimated monthly revenue is calculated by dividing filled impressions by 1,000 and multiplying the result by the average CPM.
Publisher Revenue Formula
Potential Ad Impressions = Monthly Pageviews × Ads Per Page
Filled Ad Impressions = Potential Ad Impressions × Fill Rate
Estimated Revenue = Filled Ad Impressions ÷ 1,000 × CPM
Factors That Affect Publisher Revenue
- Monthly website traffic
- Number of ad placements
- Fill rate
- CPM and eCPM
- Geographic audience
- Viewability
- Ad formats
- Programmatic demand
- Header bidding competition
- Seasonality
Publisher Monetization and AdTech
Publisher revenue is influenced by the interaction between traffic, advertising inventory and demand. Technologies such as Google Ad Manager, header bidding, SSPs, DSPs, ad exchanges and programmatic auctions can affect the monetization performance of a publisher.
Important Note
This tool provides an estimated comparison and should not be considered actual publisher revenue. Real-world revenue can vary significantly depending on traffic quality, audience location, viewability, invalid traffic, demand sources, platform fees, ad formats and advertiser demand.