The useful bits

  • Compare your own inventory and audience mix before adjusting forecasts to the vendor's CPM sample.
  • Compare prospecting and retargeting separately, using consistent audience definitions and inventory quality checks.

What the source covers

AdRoll’s Q3 report covers July to 8 September and reports year-on-year CPM declines of 45% for prospecting and 29.1% for retargeting. These are vendor-sample observations, not a market-wide price guarantee. When assessing the opportunity, compare audience quality, incremental outcomes, and CPM; cheaper impressions do not automatically make a campaign more effective.

Test cheaper inventory against outcomes

Compare prospecting and retargeting separately, using consistent audience definitions and inventory quality checks. Track qualified visits, conversion quality and incremental outcomes alongside CPM. Lower auction prices create an opportunity only when the additional impressions reach relevant people and contribute to the objective.

Reading scope

The report covers an AdRoll advertiser sample. The observation window is not a confirmed publication date.

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