Where your visitors live decides how much you earn more than almost anything else. Here are the countries that paid the highest CPM in 2013, based on publisher reports collected by SiteAdWiki. Take note: this is not an official ad network list but an estimate from publishers' experience, and every network pays differently.
Banner display CPM by country (2013)
| Country | Banner CPM |
|---|---|
| United States | $6–9 |
| Germany | $5–11 |
| UK, Canada, Australia | $5–7 |
| New Zealand, Austria | $5–8 |
| Belgium, Netherlands, Switzerland | $5 |
| Hungary | $3–6 |
| Denmark, Norway, Sweden, Slovakia | $4 |
| Czech Republic | $3 |
| All other countries | about $1 |
Pop-under CPM by country (2013)
| # | Country | CPM | # | Country | CPM |
|---|---|---|---|---|---|
| 1 | United States | $0.84 | 11 | Australia | $0.17 |
| 2 | United Kingdom | $0.58 | 12 | France | $0.16 |
| 3 | Netherlands | $0.58 | 13 | New Zealand | $0.16 |
| 4 | Germany | $0.57 | 14 | Canada | $0.13 |
| 5 | Malaysia | $0.30 | 15 | Denmark | $0.13 |
| 6 | Switzerland | $0.24 | 16 | Greece | $0.13 |
| 7 | Spain | $0.21 | 17 | Belgium | $0.12 |
| 8 | Sweden | $0.20 | 18 | Italy | $0.11 |
| 9 | Norway | $0.18 | 19 | Singapore | $0.10 |
| 10 | Ireland | $0.18 | 20 | Taiwan | $0.09 |
Further down the list, Poland, Finland, Turkey, Portugal, Brazil, Romania and Mexico paid between $0.06 and $0.09, and India and China paid around $0.02.
CPM by industry
Display CPMs in 2013 were highest in entertainment and real estate, and had fallen across most industries over three quarters. That was good news for advertisers and bad news for publishers, with food as the exception. Since then the ranking has shifted: finance, insurance and regulated online gambling now pay some of the highest display and search prices in the countries where they are legal.
Why gambling demand changes the map
Online casino and sports betting advertisers buy country by country, because their licences are national or state-based. When a market opens, as the UK did with its 2005 Gambling Act and many US states did after 2018, CPMs in that market jump as operators compete for new players. It explains why some unexpected countries pay well for gaming and sports traffic. Our iGaming CPM and CPC by country guide updates this list for betting and casino traffic.
Tip: write for the countries that pay. Use high-paying keywords, choose topics popular in high-CPM countries, and check your analytics to see where your visitors actually come from.
