How ParentingWeekly Drove Online CPMs Over $30
Deal includes revenue share, partner fees.
Ad networks are an easy way for publishers to generate ancillary revenue online, but the ubiquity of those same ad networks is also driving down the price of online advertising. Geo- and demographic-targeting is all the rage, but forcing ads on readers who havenāt requested them can alienate an audience quickly.
ParentingWeekly, a registration-based online destination for expecting parents with an audience of more than 1.9 million, has teamed with Pontiflex, an e-mail and social acquisition platform, to leverage its sign-up advertising technology.
Users are able to sign up directly within the ad, while staying on the ParentingWeekly site. The Pontiflex-enabled ads appear on the registration āthank youā pages, sweepstakes sections and on the āSteals and Dealsā page. Users can receive additional information on the products.
āWhen someone registers on ParentingWeekly, we provide a panel of different offers and the technology collects the data and sends it to the advertiser,ā says Zephrin Lasker, co-founder and CEO of Pontiflex.
Participating Pontiflex advertisers include brands such as Kimblerly-Clark. Pontiflex operates on a cost-per-lead model. While it wonāt reveal the range, Pontiflex pays the publisher for the lead, takes a markup on that, and then passes it along to the advertiser.
CPMs have since rise to $31 on ParentingWeekly. āThis is not displacing any existing placement, weāre treating this as āfound money,āā says Bird.