Have you ever noticed fluctuations in your earnings – even when your traffic stays steady? This is a common experience for many publishers, and the reason often comes down to shifts in advertiser demand throughout the year. In this article, we break down the key factors that influence CPMs seasonally and show you how to maximize your revenue no matter the month.
Initial Setup: All Traffic Marked as “Network”
Originally, the publisher was sending all traffic under a network category, combining several websites into one network – from large sites with high-quality traffic to smaller or lower-performing ones.
As a result, all traffic was categorized as “network” instead of “direct site.” This significantly reduced interest from top advertisers because:
- Advertisers couldn't see which exact site the traffic was coming from
- They had no visibility into where their ads were being displayed
- There was no control over ad placement or competition on the site
- The quality of traffic was mixed, making it less predictable
What We Suggested
We advised the publisher to separate one of his top-performing, high-quality websites from the network as a direct site.
The site in question had stable direct traffic, a strong reputation, and was ideal for premium and brand-sensitive advertisers.
What Changed After the Split
Once the site was separated and reclassified as a direct source, advertisers:- Could clearly see the exact site where their ads were being served
- Gained confidence in the transparency and quality of the inventory
- Were more willing to invest in a known, controlled environment.
As a result:
- The number of active advertisers increased
- CPMs rose significantly due to higher competition for quality inventory
- Revenue jumped by 80%, compared to when the site was part of the broader network
Key Takeaway
This case demonstrates how site classification – "direct" vs "network" — can dramatically impact monetization:
- Transparency builds trust
- Trust brings premium demand
- Premium demand drives higher CPMs and revenue
Remember: even small adjustments, like testing new formats or scaling traffic during peak times, can make a big impact on your revenue.
