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Anecdotal Evidence: Online Ads Discounted 25-33% Off Ratecard

Digiday looked into what media buyers might tell it about their expected discounts on certain popular web media properties. The discounts appear between a quarter and a third off, although the particular products considered are some of the more prominent and unusual placements, such as homepage takeovers.

Perhaps most interesting is the anecdotal information on Hulu CPM rates, which appear to be staying steady at around a $30 CPM. This is rather high for consumer CPM rates online, and it may indicate that the TV businesses that own Hulu are drawing a pricing line that they are not allowing salespeople to cross, lest the eventual movement of a higher share of their ad revenues to the online media result in general revenue reductions.


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