With CPMs up as much as 20% year over year in the fourth quarter, many Discover publishers are bullish on the upstart platform for next year.
| Publishers focused on bright spots for the second half of this year have found one in Snapchat. Revenue per thousand impressions (RPMs) are up for publishers’ Snapchat Discover content, both year over year as well as quarter over quarter, according to sources at four different media companies that distribute content there. The strong growth has many publishers feeling bullish about Snapchat going into next year, despite the continued competition from other publishers in Discover and the recent launch of an ostensible in-house competitor for user eyeballs in Spotlight, Snapchat's TikTok knockoff. Read more below. Some of the boost in RPMs on Snapchat Discover has come from an uptick in CPMs, which are up between 10% and 20% year over year for the fourth quarter, according to Erica Patrick, vp and director of paid social media at MediaHub Global. For Digiday+ members, the GRP must die; long live the GRP. Gauging ad effectiveness per how many people in a demo it reached is an imperfect approach — but proven one. Cosmopolitan's focus on e-commerce through a line of branded wines and its own shopping holiday has led to a 254% increase in product sales. Other things to know about The way we work has changed drastically over the past year. Stay up to date on how work will continue to change in 2021, from the technology we use to health and wellness, by signing up for our weekly Future of Work Briefing here. In this new Q&A, Nexstar Chief Data Science Officer Brian Malone explores the ways that digital marketers can proactively solve the challenge of complex and ever-expanding DSP feature sets. Sponsored by Nexstar Inc. | | |
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