Sharethrough will be shifting all publishers to a CPM earnings model on June 21st.
Why the shift to a CPM earnings model?
Traditionally, you’ve been earning through SFP on a vCPM basis. While viewability continues to grow in importance for buyers, what we’ve seen happening in the market is viewability optimization occurring in buy-side platforms rather than in the exchanges. Although the value in buying on viewable impressions is clear, DSPs and buyers assume pricing is in CPM, and this is creating some artificial barriers to buyers purchasing your inventory. Given this current state, we believe shifting to a standard CPM model will help you in maximizing your revenue potential with programmatic buyers. Additionally, with the increasing prominence of header bidding and similar technologies, it’s increasingly important that everyone speaks the same language.
How does this affect my overall earnings?
We believe that shifting to a standard CPM model will help you maximize your revenue potential, as programmatic buyers and DSPs often assume all pricing is based on a CPM. This will improve accuracy of bids and break down some barriers that were previously making it difficult for buyers to purchase your inventory.
What do I need to do to ensure my CPMs floor prices are transitioned from vCPM properly?
There is no work required on your end to make this transition happen. We will be converting your floor prices from vCPM to CPM based on the previous 30-day viewability data for each of your placements. You can log-in to SFP today to view these estimated CPM floor prices, and the official transition will happen on June 21st.
Does this impact my ability to adjust my floors?
No. You will be able to log-in and adjust your floor prices as normal.
How does this impact the way I should be paying attention to viewability rates?
You should still be paying close attention to the viewability of your placements, as it is still an extremely important factor in a buyer's decision to purchase your inventory. With low viewability, your inventory becomes less valuable to a buyer, and therefore your overall earnings potential will decrease.