Ezoic has launched a free, publicly available digital ad revenue index that displays earnings data from online publishers worldwide using from historical and real-time display advertising stats.
The Ad Revenue Index provides advertisers and publishers with seasonal insights into advertising rates to determine if Web sites are in accordance with market fluctuations and trends.
Before creating the index, the company acquired a handful of Web sites to build capital and fund the Ezoic platform, which gave the company access to data from thousands of Web sites. That gave an in-house team of data scientists the idea to build the ad revenue index, said Tyler Bishop, head of marketing at Ezoic.
Each day, Ezoic -- a Google partner specializing in machine learning and artificial intelligence -- calculates a daily index score by sampling across the company's data set of online ad impressions data, then consolidates the data into one number on a 1 to 100 scale.
"We saw a spike on Black Friday, followed by a considerable drop," Bishop said. "We saw a 96-point index score for Black Friday this year, compared with an 84 index score in 2015." Bishop said the score has remained pretty constant since, remaining in the mid-80s, which was the highpoint in 2015.
The index calculates EPMV (earning per thousand visitors). This metric takes into account bounce rate and pageviews per visit, which Bishop believes is the most accurate way to calculate a site's total revenue. The index analyzes EPMV for thousands of sites and creates a baseline metric that it measures itself against to provide a daily index score, which allows Ezoic analysts to see rises and falls in market ad values.
Currently, the index only offers data from display ad prices, but Bishop said the company can also analyze native ads. "There's some complexities when it comes to native ads, but we're thinking about how to build an index that can compare and contrast native and display ads," he said.
It's not clear whether Ezoic would have the ability to create something for search ads.