Like banner ads, the CPM rates for native ads hugely vary and depends on the niche of the content, the demographics and advertiser conversions. Publishers often find it difficult to choose the highest paying native ad network based on their traffic geos. In today’s post, we will be talking about popular native ad networks and their CPM rates for 2017 and 2018.
What Factors Determine the CPM Rates of Native Ads in 2017
There a lot of factors that come into play while determining the CPM rates of native ads. Listed below are some major factors which account for varying CPC.
- Contextual relevancy: If the native ads are contextually relevant, they end up being of higher CPC
- Site Score: Every site has performance indices based on how they perform in relation to advertiser’s ROI. This is an important factor in determining the CPC rate of native ads.
- Traffic Quality: The quality of traffic is indeed an important factor that determines the dynamic CPC of a site.
- Advertiser demand: The CPC rate varies and is purely based on the advertiser demand. As the demand increases, rates will also go higher. So, for geos which have high advertiser demand, those would typically perform better than geos with low advertiser demand.
List Below is the CPM Rates of Top Native Ad Networks
1) Taboola CPM Rates for 2018
Taboola is one of the top performing native ad networks which has seen CPC rates anywhere between 2-10 cents (higher for US traffic). For maximum yield, we suggest publishers put one sidebar widget, one after content widget and one in-content widget. That would definitely bring the CTR to 2% and your overall page CPM or RPM will increase. Taboola charges around 40 cents per click from advertisers if you’re targeting US audience. Thus native ads CPM rates for Taboola is anywhere around 0.30 cents to $5 and depends on the traffic and targeting audience of the website.
2) RevContent CPM Rates for 2018
RevContent with an 80/20 revenue share has been a publisher first native ad network. Although the minimum traffic required to be approved by RevContent is at least 1 million page views per month, you should be earning a good CPM rate once approved. In fact, for several publishers, RevContent widget has outperformed AdSense in terms of overall revenue. A publisher with a mix of international traffic can see CPMs close to USD 0.70 to 1.0 and above.
3) Content.ad CPM Rates for 2018
Content.ad is another native ad network with strong presence across Europe and tier 1 countries. We have seen the CPC rates for Content.ad to be varying from anywhere around 1 cent to 10 cents. We have seen a CPC of 10 cents on one of our partner’s financial blogs. So, many blogs have reported CPC of 1 cents and similar. The CPM rates for Content.ad varies based on the advertiser demand and the traffic geos. The native ads cpm rates for Content.ad tend to perform well for US and EU traffic with rates as high as $3 and above.
4) Adnow CPM Rates for 2017
Launched in 2014, Adnow became a popular ad network for small-sized publishers who want to make extra bucks from native advertising. Adnow caters to small, medium and big publishers, however, their advertiser base is more aligned towards affiliates. For Indian traffic, we have seen the CPC be anywhere around 1 cent to 2 cents. The CPC for US traffic is around 4-5 cents. For sites with low traffic volume, Adnow is a preferred network to monetize your traffic by display native ads.
Adnow will help you make additional revenue from your existing traffic by simply putting an ad widget anywhere on your content. Suitable for mid sized publishers and bloggers.
Adnow is particularly good for websites where AdSense finds it difficult to monetize. Also, you can serve Adnow ads on transition or interstitial pages. So, if you have a website that gets a lot of traffic, you can use Adnow on the site to generate extra revenue.
5) Spoutable CPM Rates for 2018
Spoutable uses exit-intent technology to serve native ads. The offer additional source of monetization, however, you need to ensure that your user experience doesn’t get hampered. They have an overlay, top and bottom sticky ad units which are these are displayed based on user interactions. We have seen Spoutable perform well for US traffic with CPMs above USD 3. If you’ve majority of your traffic coming from Asian countries, you may consider looking for other ad networks.
6) MGID CPM Rates for 2018
MGID works well for news and viral sites. They have wider inventory when it comes to ad creatives compared to Adnow. For, small publishers who are looking to monetize their content with native ad widget, MGID can be a recommended choice. We have seen the CPM rate of MGID to vary around 30 cents to $2. Typical rates for Asian traffic is 1 cent to 2 cents per click.
7) Disqus CPM Rates for 2018
Disqus has integrated native ads in its comment platform. The CPM rates for Disqus depends on viewability. Normally the ads are shown just above the comments and have a viewability of around 30%. I have run Disqus on one of my blogs and has seen the CPM rates to be quite low. However, the good thing about Disqus is that they do accept sites with quite low traffic and there is no hassle of integration.
8) Outbrain CPM Rates for 2018
Outbrain works with premium publishers having more than 3 million page views per month. This allows them to pay premium rates which are highest in the industry. One of our publisher partners, after having used Taboola, RevContent, Content.ad have settled with Outbrain since it pays higher than any other native ad network compared. Publishers with strong tier 1 geos can expect high CPMs.
9) Facebook Audience Network CPM Rates for 2018
Audience network runs native ads on mobile apps and mobile web. Also, these ads can be found on Facebook instant articles. We have seen the fill rates to be very low for audience network if you’re using them on Mobile web. The CPM rate for audience network is around $0.50-$1.00 and more for international traffic, however, expect the fill rate to be much lower. We hope that Facebook will improve its audience network’s CPM rates in 2017.
With native ads becoming one of the top choices for the audience, the rates will continue to evolve in 2018 as more publishers and advertisers vouch for them. With an ever-increasing mobile traffic in Asia, the ad tech ecosystem is at an interesting juncture. Today, we see the rise of native SSP platforms like Whizzco which help publishers earn revenue with tag optimization. We are looking forward to interesting opportunities. Hope you’ve enjoyed reading our post on ‘Native Ads CPM rates 2018′.
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