Earlier this year, we discussed how it’s important to understand how seasonality affects CPMs in order to effectively benchmark, and forecast and predict revenue. As we move into July and August, publishers in the northern-Atlantic regions, like North America and Europe, may experience one of their weakest quarters of the fiscal year. There’s no need to panic—this is a common occurrence in the advertising industry.
As the new quarter begins, you may have noticed a drop in your CPMs. Seasonality (looking at how you—and the ad industry—are affected by the time of the year) impacts advertiser spend and thus, CPMs. While some verticals are impacted more than others, it’s important to understand how seasonality affects CPMs as they play a key role in forecasting and predicting revenue, and benchmarking.