Raptive RPMs are on the rise for international traffic

This audio was produced by ElevenLabs using AI narration.

If you’ve noticed a bump in your UK ad revenue, you’re not imagining it. Our industry-leading RPMs have just gotten even better. This year, we made a series of changes behind the scenes that have increased UK RPMs by 19.3%. 

And there’s more—we’re seeing similar upward trajectories across other key regions. RPMs are also on the rise for Canadian, Australian, and EU traffic. 

What’s driving this growth? 

There are three key factors contributing to the recent traffic increases: ad code, identity, and compliance. 

Ad code improvements

We made changes to the way we serve ads to readers in the UK, Canada, Australia, New Zealand, and the EU. Our team has been watching the data and making adjustments based on how readers and advertisers respond in different countries, resulting in better ad performance and more money for you. 

For example, readers in the GDPR area often opt out of personalized ads, which means your RPM can take a hit. But we’re showing those readers non-personalized ads more effectively, which has led to a 4% RPM increase for GDPR traffic. 

And in the UK, ad code improvements alone have grown RPMs by 17.8% so far this year! 

Expanded identity efforts

We’ve rolled out a more robust identity strategy, allowing us to show more relevant, higher-value ads that bring in more advertising dollars. We’re now able to recognize more of your international readers, including those in the EU. 

And when we recognize your readers—with their consent—advertisers are willing to pay more to reach them. In fact, we’ve also brought on new EU bidders, which means more premium demand for your EU and UK traffic.  

To date, our identity efforts have led to revenue increases of 1.5% for UK traffic, 1% for EU traffic, and 2.5% for Australian traffic. And we expect those numbers to continue growing! It’s these incremental improvements that add up to deliver the highest possible RPMs. 

Compliance   

Identity doesn’t mean anything without compliance. Different countries have their own privacy laws, and we’re committed to keeping your ads aligned with all of them. We’re constantly refining our Consent Management Platform to maintain compliance and correctly account for all of your traffic. 

We’ve also expanded our infrastructure in the EU to include server-to-server ad delivery, which keeps reader data within the region, speeds up ad loading, and ensures we’re following EU privacy standards at every step.

What this means for you

All of these positive changes are happening behind the scenes, so there’s no action needed from your end! 

And in addition to the immediate financial gains, these improvements translate to a faster, more responsive site experience for your readers, all while keeping up with evolving privacy laws. Compliance is always top of mind for us, so you can rest easy knowing your site is performing better and doing so responsibly. 

More valuable international traffic, a faster site, and peace of mind? Now that’s a win.