If you’re a publisher, you’ve probably noticed that from October onwards, your earnings start climbing. Well, it’s not luck. Q4 ad revenue is higher because advertisers spend more in these three months than at any other time of the year.This is when people shop the most, and where shoppers go, advertisers follow.<\/p>\n
In this guide, we’ll walk you through why your Q4 ad revenue is higher and how to make the most of it. We’ll also look at what to expect in January, so the drop doesn’t catch you off guard.<\/p>\n
<\/p>\n
<\/p>\n
Q4 is short for \u201cquarter four\u201d (October, November, and December). It is the most profitable season of the year for publishers. As you probably know, ad revenue is seasonal, and in these months, advertisers pay more for impressions, leading to a better uppfyllnadsgrad<\/a>, higher CPM<\/a> and therefore, a higher RPM.<\/a><\/p>\n <\/p>\n <\/p>\n CPMs increase in Q4 for two main reasons: year-end budgets and the holiday season.<\/p>\n <\/p>\n Think about it: many companies have budgets tied to the calendar year. Normally, unused budget can\u2019t be accumulated for next year. This is why they try to spend it all in the last quarter of the year, to avoid losing what\u2019s left.<\/p>\n <\/p>\n Black Friday, Thanksgiving, Cyber Monday, Christmas and New Year all fall in this quarter. During this time, users are in a spending mindset. They buy for themselves and for others. Brands are very aware of this and try harder to capture users’ attention. In practice, that means bidding higher for your ad space.<\/p>\n Want to go deeper? In our webinar on CPM seasonality, we explain how and why CPMs change throughout the year.<\/p>\n <\/p>\nWhy do CPMs go up in Q4?<\/h2>\n
\n
\n