Media Buy Retargeting CPM Costs

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Virtual Banker

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Jan 29, 2008
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I am looking to do a smallish scale banner retargeting for one of my sites

maybe will have 50k cookies droped and run it for a few weeks.

How much am I looking at for CPM?
Recommendations of where to start?
 


johnGalt said:
If the traffic isn't good and you don't have solid creatives you'll probably get burned with a $4.00 CPM.
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we got great CTA flash banners, and our target market is narrow and will probably be WOW'ed to see our ads showing up on Yahoo + co...

though 4.00 CPM seems ridiculous actually.

Just a few minutes ago, I talked to a rep from another gang and he is saying $2.00 CPM which seems more reasonble.
 
Virtual Banker said:
we got great CTA flash banners, and our target market is narrow and will probably be WOW'ed to see our ads showing up on Yahoo + co...

though 4.00 CPM seems ridiculous actually.

Just a few minutes ago, I talked to a rep from another gang and he is saying $2.00 CPM which seems more reasonble.
Click to expand...

lawl yeah ok

cool story bro
 
Leadback.com would be a good place to start...Run by AOL which means broad reach (holds inventory that reaches 95% of US unique's). It is pay per click so it abstracts away some banner CTR risk. They also offer credit terms for new accounts.

Regarding bids for ad networks operating on exchanges (rightmedia, doubleclick, openx, adbrite, adsdaq etc.) any retargeting CPM should be dynamic...meaning the cost of each singular impression changes based on competition for that impression. A higher bid (i.e. $4 avg. cpm) will ensure you get most of the available impressions in most cases, and I believe you received that $4 quote with that point in mind. That said you can still pick up CPM's for under a buck...especially on rightmedia...but volume isnt guaranteed...

All networks operating on exchanges should give you the final authority for cpm bids, with the understanding that impression volume is a function of how cheap you are....hope that helps.
 
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dave4943 said:
Leadback.com would be a good place to start...Run by AOL which means broad reach (holds inventory that reaches 95% of US unique's). It is pay per click so it abstracts away some banner CTR risk. They also offer credit terms for new accounts.

Regarding bids for ad networks operating on exchanges (rightmedia, doubleclick, openx, adbrite, adsdaq etc.) any retargeting CPM should be dynamic...meaning the cost of each singular impression changes based on competition for that impression. A higher bid (i.e. $4 avg. cpm) will ensure you get most of the available impressions in most cases, and I believe you received that $4 quote with that point in mind. That said you can still pick up CPM's for under a buck...especially on rightmedia...but volume isnt guaranteed...

All networks operating on exchanges should give you the final authority for cpm bids, with the understanding that impression volume is a function of how cheap you are....hope that helps.
Click to expand...

For all the newbs out there - this is the proper way to come into Wickedfire.
 
All purely buy-side ad networks purchasing inventory on exchanges act primarily as brokers. This means they purchase inventory on your behalf and take a fixed margin on each buy (usually in the 20-30% range)...Intrinsic in this model is the point that the buyer (you or me) has final authority over the prices we are willing to pay for our desired traffic.

If we set our bids at 50 cents/cpm the broker (the ad network in this case) should still submit those bids on our behalf on the exchange...even though other buyers elsewhere on the exchange will almost always outbid us and win the impression...which means no volume for us. But it is still our decision as the buyer what we are willing to bid...not the ad network. When the poster was receiving quotes for cpm bids, they were only suggestions, based on the ad networks prior experience.

Regarding those bids as well, a 4$ cpm in a dynamicCPM environment does not mean you will be charged $4 for every cpm. Every impression auction that occurs has a different winning bid, so even if your stated avg. dcpm is $4, you can still win the auction by only paying a 1.50$ avg. cpm.

In practice this means that while your overarching bid is $4, your avg. cpm costs will be lower because the cost of the majority of the impressions you bought came nowhere near that high cost. So if it only takes a $1 cpm bid to win the impression the ad network will win the auction at $1 and then ad their fee of 20%, and then bill you $1.20 cpm even though your bid was MUCH higher at $4.
 
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DwayneDibley said:
Then when are you gonna make up for the pile of dirge you call your post history?
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Considering you have 12 posts so far and managed to insult a difft individual with each post, I'd be more concerned with a black eye at Ad Tech in a few more days if any of us spot you.... ingraining your photo in my memory as we speak...

WHATSHAPPENING1.JPG
 
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