Finance publishers: high CPMs and strict brand safety

Myth. Finance pages earn high CPMs every day, whatever the headline.

A keyword blocklist is a list of words a buyer won’t advertise next to.

Finance pages often earn high CPMs, because banks, brokers and card issuers pay a lot to win one customer. Now markets fall. Money.example publishes, stocks crash as recession fears grow. Ten bidders usually compete for that page. Four carry blocklists with crash or recession, so they skip it. With six left, the winning price drops. But readers checking their portfolios may be exactly who a trading app wants. In twenty twenty-three, The Guardian told Digiday its CPMs fell about a quarter when pages were flagged unsafe.

Compare bid rate on crash-day articles with a normal day. If it dips, offer finance buyers a market-news deal, judged on context.

Next, web gaming sites, rewarded and interstitial ads on the web.