Why Some Publishers Earn Higher CPMs and How You Can Too

Cost Per Mille has long been one of the most relevant advertising metrics, and it helps to measure the publisher’s revenue from digital advertising. 

While some publishers are able to get consistently higher CPMs, others will find it difficult to get similar rates. Why? This isn’t just luck other things impact the amount advertisers are willing to spend for ad slots.

If you want to increase your CPM, understanding the factors affecting the CPM and using the right strategies can make a big difference. Let’s break it down 

What Affects CPM Rates?

1. Audience Matters More Than You Think

Advertisers are willing to pay premium rates to be able to reach the right audience.

If you have high-earning users, decision-makers, or engaged readers converging in a premium niche like finance, tech, or healthcare, you’ll likely see higher CPMs. Broad, untargeted traffic generally spells lower ad rates.

2. Content Quality & Relevance

Not all content can be equally treated. High-quality, niche-specific content will get better-paying advertisers. 

For example, a website about cybersecurity or an investment strategy has greater value for advertisers than a general entertainment site. If your content targets high demand industries, advertisers will pay more to show their ad.

3. Ad Viewability & Placement

CPMs are dependent on whether your ads are seen by the users. Your CPMs will suffer if ads are placed at the bottom of the page, or if users scroll past them too fast, your CPM will be affected.

Ads that are placed above that fold close to engaging content and in areas where users spend more time, giving ads better visibility and, as a result, higher CPMs.

4. Choosing Your Ad Format

Some ad formats simply pay more. Video ads, rich media, and interactive ads earn higher CPMs than regular display ads and even within display ads, larger and more impactful formats, such as 300×600 or 970×250, outperform smaller banner ads.

5. Geography

The CPMs are determined by the geographic location of your audience.

Traffic from the U.S., Canada, the U.K., and other countries with high GDP will yield a greater return for advertisers than traffic from low-income areas.

If your audience is global, try segmenting your high-value users and optimizing ad delivery for them, boosting your CPMs.

6. Market Trends

The CPMs fluctuate based on demand from advertisers.

For example, in the fourth quarter (holiday season), advertisers spend more which increases your CPMs. Knowing when demand peaks within your industry allows you to adjust your content strategy to maximize the opportunity.

How to Increase Your CPMs

Now that we know what affects CPMs, let’s talk about what you can do to improve yours

1. Improve User Experience & Engagement

Longer session durations and lower bounce rates result in better-performed ad performance.

Make sure to optimize your website for speed, readability, and navigation. If users stay on the website longer, ads will likely get more attention, improving your average CPM.

2. Use Header Bidding

Head Bidding promotes competition for ad inventory by allowing many demand sources to real-time bid for ad space.

This leads to higher CPMs because advertisers are forced to compete rather than being prioritized in a traditional waterfall setup.

3. Experiment With High-CPM Ad Formats

If you are only running display ads, start testing different ad types like video ads, interstitials, or native ads.

These ad types usually have better CPMs, and many advertisers prefer them because of their engagement factor.

4. Optimize Ad Placement 

Place ads in locations that balance both viewability and user experience.

Ads should be visible but not intrusive like in-content placements, sticky ads, and above-the-fold positions that do not interfere with readability. 

5. Diversify your traffic sources

If the majority of traffic comes from low-CPM regions, focus on attracting users in high-CPM countries.

SEO, targeted content marketing, and paid traffic strategies are some of the ways to draw those premium users in.

6. Focus on first-party data and direct deals

With third-party cookies out, the value of first-party data increased for advertisers more than ever.

If you are collecting audience insights (like user interests or behavioral data), you can negotiate direct deals with advertisers who are looking to reach that particular audience.

7. Analyze and optimize 

The ad market is constantly changing what worked a few months ago may not work so well now.

Regularly review your analytics, test different strategies, and make changes based on performance. Small tweaks can add up to significant revenue increases over time.

Final Thoughts

If you want higher CPMs, it’s not just about increasing traffic it’s about getting the right traffic, optimizing the ad placements, and utilizing high-paying ad formats. 

Publishers who focus on audience quality, strategic ad implementation, and continuous optimization will see better CPMs than those who dwell on generic content and outdated monetization strategies. 

Try these strategies today, and you will see the outcome in your CPM rates and overall ad revenue.

How MagicBid Helps You Earn More

How to Increase CPM

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

  • Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
  • In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
  • CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.