P1 actual: Offerwall eCPM is a metric often used by app publishers to evaluate the effectiveness of the revenues received from advertisers on their offerwall inventory; however it has a large variance across different verticals. An offerwall company like Torox, which focuses on traffic with high intent, with the mix of campaign goals such as CPI or CPE, can deliver higher eCPM figures than a traditional impression-based campaigns to the publishers. Torox platform current inventory data reports an average eCPM of $400 to $500, with a wide variance net across different Geo locations, with Tier 1 Geos delivering up to $800 to $900 eCPM to the publishers. Compared to other forms of rewarded traffic, such as rewarded videos, which provide an average of $15-$30 of eCPM to publishers, the rewarded offerwall eCPM, provides a significantly larger spread.
P2 actual: Publishers choosing an overall network make this decision partly on expected eCPM. Sometimes these benchmarks are generic, out of date, or not specific to verticals, this can lead to unrealistic expectations or wrong calibration. Therefore our goal for this article is to serve as a publisher’s decision-making guide to identify where the most relevant opportunities within offerwalls in terms of eCPM are, and frame realistic expectations regarding the variance across different categories.