intermediate
4 min read
What Makes a Good Publisher in Web3
Publisher quality fundamentals and eCPM economics
Publishers ultimately care about eCPM (effective cost per thousand impressions) - how much money they make per thousand users they show ads to. The most efficient ad networks can sustainably pay higher eCPMs, which tends to attract higher-quality inventory over time.
Critical Insight
But publisher quality depends entirely on their users. In web3, quality trumps quantity many times over. We consistently see smaller high-quality publishers achieving far higher conversion rates than high-traffic but low-engagement publishers.