No, this isn’t about the famous REM song of that title from the mid-1990s, but it might be a question you’re asking if you’re an astute RMX Direct or PMX publisher who’s been taking a close look at your reporting options recently.

We quietly rolled out a new “Group by Frequency” option in the Analyze tab in RMX Direct and in the Revenue Report for PMX publishers that allows you to see statistics for the actual frequencies of the ad impression a user is seeing.

As an example, the first impression a user sees is a frequency 1 impression. The second impression they see is a frequency 2 impression, etc.

The reason this information is interesting is because ad networks and advertisers often pay differently for different frequencies of impressions. The first few impressions a user sees are generally more valuable than the 10th, 20th, or 30th impression that user sees.

This is also why many ad networks end up defaulting impressions. Many of the first tier networks publishers work with take the first couple of impressions per user, than default the rest. This is because their advertisers don’t want those high-frequency impressions, and so instead of paying you a lower rate they default the impression to keep the CPM high and keep themselves at the top of your chain. It’s just unfortunate that publishers are then forced to deal with the defaults in order to make the most amount of revenue possible.

Networks that participate in the RMX have campaignns that pay for impressions of any frequency, and for low frequency impressions like 1-5, they often pay just as well as the first tier networks. It’s just that when you average out the CPM to include all the impressions that RMX networks pay for, you end up with a lower CPM than a first tier”network usually reports. It’s the revenue that really matters, and showing you what RMX networks are paying for the frequencies is more insight into that information.

Unfortunately we can’t tell you exactly what a third-party network is paying you per frequency, but as some RMX Direct publishers have found out you can use RMX Direct or PMX to figure out pretty well on what frequency third-party networks default impressions.

Basically, we’re just doing what we can to give you as much knowledge and control to manage your ad networks and earn you more revenue. Kenneth now knows the frequency, do you?

This entry was posted on Wednesday, September 13th, 2006 at 4:55 am and is filed under About Right Media, Publishers, Direct Media Exchange, Publisher Media Exchange. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.