March 19, 2009 (updated March 30, 2009)

Six Ways Online Publishers Can Boost CPMs

by Sarah Rotman Epps

with Mark Mulligan, Shar VanBoskirk, Erik Hood

Executive Summary (This is a document excerpt)

With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this environment isn't hopeless: There are concrete ways in which publishers can tip the balance in their favor. This report will examine innovations that enable online publishers to charge higher rates, and we look at examples of publishers that are bucking the trend of a race to the bottom for CPMs.

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