Hello SuperScale, we’re a smaller studio with several games, but despite trying our best, our ads have low eCPMs. Do you have any advice on what might be the cause? Thank you.

Answer from our Expert:

Low eCPMs can be caused by a variety of problems within the ad network setup and also by the player base. The most common reasons are:

  1. Not enough ad networks being implemented. This creates an environment where providers can give creators low eCPMs because there isn’t enough competition between different ad providers. 
  2. Lack of manual rates for ad impressions, which again, leaves the option of giving creators lower eCPMs.
  3. Low variability in manual/bidding waterfall setup can also cause weak performance.
  4. The country split of your player base has a huge impact on eCPM numbers. Tier 3 countries have much lower eCPMs than, for example, players from the USA and other Tier 1 countries because of their value. 

Robert Buzukasvili, Game Designer & Analyst