Rubicon Project Research Showing Q4 2009 CPM Surge; Discusses Drivers

Rubicon ProjectThe Rubicon Project released it’s Online Advertising Market Report for Q4 2009 and said that CPMs were showing considerable strength as “CPMs across the Rubicon 20 Index have risen by an average of 34 percent vs. Q3 2009.” Read the release. And, download the report here (sign-up required).

Rubicon Project VP of Marketing, Kara Weber, discussed the report with Can you share some data that shows audience targeted buys, in particular, were a key driver of increased CPMs for the “Rubicon 20”?

KW: At the end of Q409 more than 10 percent of advertising dollars flowing through the Rubicon Project’s REVV Marketplace were being spent exclusively on audience-targeted buys, compared to 5 percent at the start of Q409. There is also a chart highlighting percentage of revenue from Audience-targeted buys in this blog post.

Comparing Q4 of last year for the Rubicon 20, what does it look like in terms of CPMs?

The Rubicon 20 Index saw 17.7% growth Q4 ’09 over Q4 ’08.

What are the key “major news events, especially around celebrity activities” in which Rubicon Project saw an increased demand?

The events we identified were the same as what the rest of the market saw, including the passing of Brittany Murphy and reports on Tiger Woods’ infidelity. These major new stories drove consumers to celebrity gossip sites en mass in Q409.

By John Ebbert

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