Introduction
We estimate specific cost per thousand impressions (CPM) rates for each creative via our proprietary models.
By incorporating direct buy and programmatic data we tune our CPM estimates for size, position, time, type, and marketplace dynamics. Our models use machine-learning to assign a CPM to each impression of each creative.
Desktop and Mobile (Display and Video) CPM
We use the following inputs to predict the CPM of each creative:
- Location on the page (above vs. below the fold)
- Creative size (e.g. 300x250)
- Creative type (display, video, etc.)
- Site
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Direct vs. Indirect (Programmatic)
- Direct: This model is trained using actual rate cards from agencies
- Programmatic: This model is trained using actual programmatic clearing prices from buys made by Pathmatics on tracked sites
Social and OTT CPM
Each quarter we project Facebook, Instagram, YouTube, TikTok, Snapchat, Twitter, and OTT spend, impressions and CPM based on historical quarterly earnings reports and other industry sources. We use a number of the most reliable industry sources who estimate CPMs on each of the social channels we track and OTT to determine our initial CPM estimates.
Each quarter, we review public earnings reports for details such as price per ad and average revenue per user that might allow us to improve our CPM estimates.
We also update history for the previous quarter to account for differences between our projected figures and what is announced in each social platform's quarterly earnings.
Estimating Spend
Each impression served to our data aggregators and panelists is assigned a CPM, which when combined with impressions results in our spend estimates.