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I have an Android game in which I've included ads from Millennial Media and Admob. Between these two networks, my fill rate is consistently above 95%. Right now, I'm getting over 45,000 requests for ads per day, and I'm starting to see exponential growth. But, my eCpm for both Millennial and Admob is ridiculously low. Millennial's is $.12 and Admob's is $.01. I've been reading some other posts and it seems like people are getting between $1 and $4 per 1,000 views. What can I do to increase mine?

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migrated from programmers.stackexchange.com Dec 9 '11 at 16:26

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6 Answers

CPM is about the potential value of a customer. If your content is about exotic fish, you'll get a higher CPM than content about goldfish. On the other hand, you should get more impressions for the goldfish content. You should really be trying to optimize M * CPM, not just M or CPM by itself.

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I'm afraid I don't understand. What do you mean by optimizing M? –  Brian515 Mar 20 '11 at 22:12
    
@Brian515 - CPM means cost ($) per thousand impressions. Therefore M = thousand impressions. –  Scott Whitlock Mar 21 '11 at 11:52
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okay, that's fine, but yesterday I got 80k impressions. Isn't that sufficient to at least make more than $6.00? Why is my eCPM only $.12 to $.16? –  Brian515 Mar 21 '11 at 19:06
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I am using a network called MobFox to monetize most of my European & US traffic and I'm seeing terrific results, although the fill-rate is about 60% only.

I have set-up the following structure:

1st request: MobFox (i am using a feature called ecpmcontrol which they provide for developers who want to control their revenue) - overall eCPM about $1,90 for me

2nd request (if mobfox has no ad): iAds (low fill-rate but nice payout)

3rd request: AdMob - although I would recommend you use something like Mobclix or Smaato to backfill your un-filled requests as they have a slightly higher eCPM than Admob.

EDIT: I forgot to mention that your revenue and eCPM will also highly depend on your CTR. Mine is about 0,6% across all my apps.

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I use iAd for iOS as well and I see high eCPM from that as well. Unfortunately, that's not really an option for Android. –  Brian515 Mar 20 '11 at 20:24
    
Any resources that talk about CPM variation with CTR? –  SundayMonday Jul 15 '12 at 17:00
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What is your display time for each ad? We are using 30-60 Seconds. After that it can just be the title. We have games with low eCPMs like what you have reported and ones with 2-4 dollar eCPMs. The type of game seems to make a huge difference. Also for Admob the house ads and exchange ads are put into that fill rate but you are not getting any revenue from them. I would look closer at the reports under all ad types and find the real fill rate. Also do the math what is the revenue per click?

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Besides increasing traffic or picking up a new demographic (or making sure your ads are being properly optimized in the first place), you can get a better eCPM by shopping around with various ad networks.

If you give them some idea of how some of your stats are doing (current eCPM, traffic, fill rate, CTR...), they can give you an estimate of how others in your bracket are doing under their service before committing to anything. You may also want to consider using different combinations of ad networks as well.

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I have both Admob and Airpush ads in my app. The Admob ads take up real estate on the screen whereas the Airpush ads are much more developer friendly because there was no modification to any layout files.

The push ads monetize great by sending messages to your notification bar just as Google+ plus and Facebook or Twitter apps do.

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I would say to get a higher eCPM you need to be in control of 3 things. Your own integration, which advertisers are showing, and which ad networks are providing them.

  1. Integration. Are you using the right ad format for your app? In most cases, banners will have a really low eCPM for example. Use something that shows at the right, non-intrusive, time , for example a recommendation to check out a list of new games after a game over screen.

  2. Advertisers. I am not familiar with all ad networks, but choose one where you can see the eCPM for every advertiser and allocate your traffic only to them.

  3. Ad networks. You are obviously already trying a few. The easiest way is to use ad network mediation that lets you see which networks are supplying the ads. You might find that 2 networks are supplying ads for the same app, but the eCPM from one is better. It might be the other network is taking a higher cut.

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