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Frontier
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| Issue No. 47 |
Thursday, June 19 |
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| From the desk |
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Three of the largest platforms quietly changed the same number this month, and almost nobody connected the dots in public. I spent the week doing exactly that, and the picture it makes is hard to unsee.
Below: the repricing nobody announced, a smaller idea that is doing more work than it should, and three quick things worth your tab bar. It runs about seven minutes. Settle in.
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By Dana Okafor, Editor
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| By the numbers |
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Avg. CPM
$11.40
▲ 9.2% wk
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Reach index
0.71
▼ 4.0% wk
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New entrants
38
▲ 12 wk
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The big story
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The repricing nobody announced
Within nine days, three platforms raised the floor price on the same kind of placement by roughly the same amount. No press release, no earnings call line. Just a slow drift in the numbers that anyone buying attention felt in their budget before they could name it.
We pulled two years of placement data, talked to four buyers who saw it land, and reduced it to the part you can act on this quarter. The takeaway is not that prices went up. It is who decided they could, and why now.
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Read the full breakdown →
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Keep reading →
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02 / The smaller idea
The one-channel teams quietly winning the quarter
The instinct is to be everywhere. The teams pulling ahead picked one channel, learned it cold, and let the rest go. It looks like underinvestment on a dashboard. It reads very differently in the revenue.
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| Quick hits |
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/ The retention benchmark three smart operators sent us this week. Read it.
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/ A 90-second argument for killing your second-best channel. Open.
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/ The chart your CFO already screenshotted, with the context they skipped. Look.
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Pass it on
Know someone repricing their whole strategy this week? Forward them Issue No. 47.
Forward the issue →
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