Back to Benchmarks
Media / AdvertisingPublisher & Ad-Supported MediaSingle-source
Publisher & Ad-Supported Media Blueprint
Other sub-industries in Media / Advertising: Advertising Agency, Streaming & Entertainment
Common Business Goals
- Grow audience reach and engaged time-on-site to support ad inventory
- Maximize yield per pageview across direct and programmatic demand
- Diversify revenue beyond display advertising (subscriptions, commerce, events)
Recommended KPI Hierarchy
1 of 6 KPIs have a verified formula on file — benchmarks are only apples-to-apples when the underlying formula matches.
North Star
Revenue per Thousand Pageviews (RPM)Primary
Engaged Time on SiteProgrammatic Fill Rate
Diagnostic
Pageviews per SessionClick-Through Rate
Guardrail
Page Load Time
Example ScorecardClick Actual to fill in your own numbers
| KPI | Target | Actual | Status |
|---|---|---|---|
| RPM | $18+ | At Risk | |
| Engaged Time on Site | 2:30+ | At Risk | |
| Programmatic Fill Rate | 92%+ | On Track | |
| Page Load Time | < 2.5s | At Risk |
Common Measurement Mistakes
- • Maximizing ad density without measuring the resulting hit to page speed and engaged time
- • Reporting pageviews without engaged time, rewarding clickbait over genuine reader value
- • Treating all programmatic demand as equal, without measuring viewability by placement
Best-Practice Notes
- • Track engaged time and page speed alongside RPM — yield gains that tank speed usually cost more long-term
- • Set explicit revenue mix targets (e.g. 70% ads / 20% subscription / 10% commerce) rather than defaulting to ads
- • Review viewability by ad placement quarterly to catch demand-side waste early
Benchmark Sources