Social Nets Pulled CPMs Down By 18 Percent Last Year

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Ad spending on social networks like Facebook may be growing, but it’s not showing when it comes to CPMs — something which has implications for all web publishers. For years, premium pubs have complained that the social nets have flooded the web with a constant supply of inventory, which has only served to drive down ad prices, something that a comScore (NSDQ: SCOR) report confirms.

AdAge has the details: Last year, social nets, largely represented by Facebook and MySpace (NSDQ: NWS), took in an average CPM of just $0.56 — versus the $2.43 CPM for web ads in general. Therefore, comScore concludes, if it weren’t for Facebook and MySpace, CPMs would be roughly $2.99. In other words, social nets pulled CPMs down by as much as 18 percent over the past 12 months.

During Q1, comScore noted that Facebook served 176.3 billion display ads on its site, or 16.2 percent of the total. The social net


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