In the desktop display space, viewability, programmatic advertising and a more performance-conscious approach to media buying continue to strengthen and coalesce, creating a widening divide between CPMs for both premium and nonpremium inventory. Put simply: Buyers want display ads that perform, and they’re willing to pay a premium for them, according to a new eMarketer report, “Desktop Display CPMs 2014: Rising at the Top, Falling at the Bottom, Squeezed in the Middle.”
Which way are digital display prices going? Up? Down? Yes … and no. The fact is, CPMs are basically flat—at least in aggregate.
According to TV, radio and digital cost analysis firm SQAD, the average CPM of US desktop display ads purchased directly from publishers or ad networks has moved in a tight range in the past couple years. In calculating these averages, SQAD considered reported CPMs for standard banners and rich media from more than 300 websites and ad networks. Read the rest at eMarketer.