When it comes to assessing ad network performance many publishers focus on CPM. The problem with this is when maximizing towards a CPM, an ad partner can’t take your full traffic in all countries and run uncapped to all users. This is because naturally certain impressions are less valuable for advertisers (based on country, point in the user session, etc) and so generate lower CPMs. As a publisher you then end up in a scenario where your ad network can't fill these impressions while still maintaining aggressive CPM goals. The network then crops out lower performing traffic and you end up needing to run multiple demand sources to fill the holes. This creates added and unnecessary complexity. Instead, we recommend implementing AppLovin as a global solution and monitoring overall revenue to measure our performance.
Why you should focus on overall global revenue and not eCPM
