As a publisher, one of the most important metrics to track is the cost per thousand (CPM) impressions. This metric measures how much you earn for every thousand ad impressions on your website. While CPMs can fluctuate throughout the year, there is often a noticeable drop in January for many publishers. In this article, we will explore some of the reasons why CPM drops for publishers in January and what you can do to mitigate the impact.
One of the main reasons for the CPM drop in January is due to the holiday season. During the months of November and December, advertisers tend to spend more on their campaigns to reach consumers during the holiday shopping season. This increased demand leads to higher CPMs for publishers. However, once the holiday season is over, advertisers typically cut back on their spending, which leads to a decrease in demand and subsequently, lower CPMs for publishers.
Another reason for the CPM drop in January is due to the start of the new year. As the new year begins, advertisers tend to re-evaluate their budgets and campaigns, which can lead to a reduction in spending. Additionally, many companies have a fiscal year-end in December, which can also lead to a reduction in ad spend in the new year.
Another factor that can contribute to the CPM drop in January is the increase in ad inventory. As publishers start the new year, they tend to increase the amount of ad space available on their website. This increase in ad inventory leads to more competition among advertisers, which can lead to lower CPMs.
While the CPM drop in January can be a concern for publishers, there are some steps you can take to mitigate the impact. One strategy is to diversify your ad inventory by adding new ad formats, such as native advertising or video ads. This can help to attract new advertisers and increase demand for your ad inventory. Additionally, you can try to negotiate long-term deals with advertisers, which can provide more stability for your ad revenue.
Another strategy is to focus on building a strong audience. A loyal and engaged audience can help to attract advertisers who are looking to reach a specific target market. By focusing on audience engagement and building a strong community, you can increase the perceived value of your ad inventory, which can lead to higher CPMs.
In conclusion, the CPM drop in January is a common issue for many publishers. However, by understanding the reasons behind the drop and taking steps to mitigate the impact, you can help to maintain your ad revenue and continue to grow your business. By diversifying your ad inventory, negotiating long-term deals with advertisers, and building a strong audience, you can help to increase the demand for your ad inventory and ultimately increase your CPMs.