Do you ever feel like your ad revenue is too low — even though your traffic is solid? Do ad networks hand you a “rate card” and expect you to accept it? You’re not alone. Many publishers — especially those starting out — accept default CPMs or revenue shares without asking questions.
But here’s the good news: you have leverage, and you can negotiate better rates — even with big ad networks. In this article, I’ll walk you through easy, proven strategies (backed by real data and industry practices) to help you get better deals. Whether you run an Android or iPhone app, or a website, these tips will work for you.
In this guide, you’ll learn exactly what ad networks consider when setting their rates, how to prepare effectively before entering any negotiation, and the proven tactics that smart publishers use to secure better deals — even if you’re just starting out. We’ll also cover the most common mistakes publishers make during these discussions, so you can avoid costly missteps. And to clear up any confusion and help you feel fully confident the next time you negotiate with an ad network.
Let’s dive in — and let’s make sure you stop leaving money on the table.
What Determines Ad Network Rates?
Before you negotiate, it helps a lot to know what factors ad networks use to set your price. When you understand their logic, you can speak the same language and make stronger arguments. Here are the main determinants:
| Factor | What It Means | Why It Matters | What You Can Do |
| Audience Size & Quality | How many users you reach + their value (country, demographics, interests) | Networks pay more for strong audiences — e.g., users in the U.S., UK, or high-income areas command higher CPMs | Show metrics of your user base (demographics, growth, engagement) |
| Ad Format & Length | Video, interstitials, native ads, banners; short vs long ads | Rich formats often get higher rates | Request premium formats; argue their value |
| Placement & Position | Ad near content, sticky header, above the fold, in-article, end of video | Better placements attract more attention => higher rates | Ask for upgrades or swapping placement |
| Time & Seasonality | Prime times, holidays, and big events have more demand | During high-demand periods, prices go up | Negotiate in low seasons; lock deals ahead of time |
| Supply & Demand | More advertisers competing raises prices; if inventory is limited, prices go up | Networks don’t always have infinite space | Create competition, bring in alternative networks |
| Network Reputation | Premium networks with high trust can charge more | Their audience is considered safer/valuable | Use your own brand strengths when negotiating |
| Fill-Rate / Unused Inventory | If a network can’t fill all impressions, it may underutilize your inventory | Unfilled slots often get remnant deals at low prices | Combine with multiple networks or negotiate a fallback (passback) |
By knowing these, you can argue from their side — your pitch is no longer just “I want more money” but “here’s what I bring to the table that justifies higher rates.”
How to Prepare for Negotiation
Good preparation often decides the outcome even before you speak to the ad rep. Here’s a checklist to get you ready.
1. Know Your Value & Goals
- List your strongest metrics: traffic volume, device mix (Android/iOS), geographies, user engagement, session time, and retention.
- Define your goal: Do you want higher CPM, better placement, higher fill rate, or more favorable revenue share?
- Decide the lowest terms you’d accept (your “walk-away” point).
2. Research the Market
- Look up industry CPM benchmarks or reports for your app niche or region.
- See what similar publishers are getting (forums, case studies).
- Estimate the lowest and highest possible rates you might expect.
3. Know the Network & Contacts
- Learn about the ad network: their reputation, clients, strengths, and weaknesses.
- See whether they use programmatic deals (open, private) or direct/insertion deals.
- Get names of contacts: sales rep, account manager, product person, technical lead.
4. Prepare Your Data & Story
- Clean your performance data: campaign results, CTR, conversion, retention, comparisons to benchmarks.
- Prepare a narrative: for example, “In quarter 2, our ad units outperformed average by 20%, which means your ad will likely perform well too.”
- Prepare requests in order (what you want first, second, etc.).
When you’re confident with your data, network knowledge, and requests, you’re ready to negotiate.
6 Core Strategies to Negotiate Higher Rates
Here are the tactics smart publishers use — simplified so you can apply them immediately:
1. Build Trust & Relationships
Negotiation is more than numbers — people want to work with those they trust.
- Be professional, reliable (pay on time, follow technical rules).
- Show willingness for long-term partnership, not just one-off deals.
- Ask open questions, listen to their constraints, and try to find win-win solutions.
- Keep communication friendly, responsive, and polite.
2. Use Data & Performance Metrics
Numbers speak louder than words.
- Share your historical results — CTR, conversions, retention, bounce rates.
- Compare with industry benchmarks — if you outperform them, use that as leverage.
- Request to see their data or dashboard access. If you can see their performance (like fill-rate, clicks, audience data), you can argue more strongly.
- Use case studies or test campaigns: offer a small test at current rates — if performance is good, negotiate better for the next phase.
3. Offer Bulk, Bundles & Long-Term Deals
Volume gives you negotiating power.
- Commit to multiple campaigns or time periods in exchange for better rates.
- Bundle across formats (banner + native + video) or across properties (app + website) if the network supports that.
- Offer guaranteed floors or minimum purchase thresholds to the network, which makes them feel more secure about offering discounts.
4. Leverage Off-Peak & Remnant Inventory
Networks don’t always sell every slot.
- Ask for off-peak slots (times with lower demand) — they may discount rates.
- Remnant inventory is unsold ad space — negotiate rates for those instead of prime slots.
- Use flexible timing: allow the network to shift your campaign a bit (within a window) to fill easier spots.
5. Negotiate Ad Format, Placement & Extras
Don’t limit yourself to price — many elements are negotiable.
- Ask for better placement (e.g., above-the-fold or “sticky” ads) instead of just a discount.
- Request value-adds: extra impressions, bonus displays, free creative changes, targeting features.
- Negotiate revenue share (RevShare) in direct or dynamic deals. For example, instead of fixed CPM, ask for a better share (80/20, 85/15).
- Clarify guarantees — flat CPM vs dynamic, fill rates, passbacks (if they don’t fill your inventory, they pass it to another buyer).
6. Communicate Clearly With Ad Reps
Your communication style influences success.
- Be organized: send all relevant data, goals, and questions in one email rather than fragmented.
- Ask for insertion orders (IOs) early: they lock down all agreement terms.
- Clarify timelines: when tags go live, testing periods, malware checks, etc.
- Respond promptly — delays may weaken your leverage.
- Be polite and flexible. Instead of demanding, frame proposals as “offers that help both sides.”
These six strategies are your core toolkit. Use them flexibly depending on the network, your strengths, and your goals.
Common Mistakes Publishers Often Make:
Avoid these common pitfalls:
- Not doing research: Agreeing blindly to rate cards without benchmark knowledge.
- Asking only for price: Focusing solely on lowering CPM instead of negotiating placement, extras, or share.
- Being inflexible: Not open to alternative formats or timing adjustments.
- Ignoring communication style: Sending abrupt emails, making demands, or being unresponsive.
- Overpromising & underdelivering: Promising performance you can’t deliver loses credibility.
- Not tracking or renegotiating: Accepting a deal indefinitely without measuring results or pushing for better terms later.
If you avoid these, your negotiation results will be stronger.
Measuring Success & Renegotiation:
A successful negotiation doesn’t end when the deal is signed — measuring and using data is key to future gains.
1. Track the Right Metrics
To negotiate higher ad rates, you need to track the numbers that actually matter.
- Impressions, Clicks, and CTR: Measure how many people see and interact with your ads.
- Conversion Rate & Revenue per User: Understand how effectively your audience takes action and how much each visitor earns you.
- Fill Rate, eCPM, and Revenue Share: Track how efficiently your ad inventory is being used and how much revenue you’re actually getting.
- User Engagement & Retention: Publishers with loyal, active audiences are more valuable to advertisers and can demand higher rates.
- Compare Results to Projections: If your actual performance is better than expected, use that data as proof to negotiate better rates next time.
Compare actual results to projections. If outcomes are better than expected, that gives you ammunition for the next negotiation.
2. Use Results for Renegotiation
- At mid-point or end of campaign, present performance data.
- Show how your placements performed above average or delivered more than anticipated.
- Based on success, propose rate increases, better placements, or additional bonus inventory for the next cycle.
- Be ready with fallback options — if the network doesn’t accept, you have alternatives.
Frequently Asked Questions (FAQs)
Q1: What is CPM vs RevShare?
CPM (Cost per Mille) means you get a fixed payment per 1,000 ad impressions.
RevShare means you get a share (percentage) of the ad revenue generated (often from dynamic auctions).
Q2: Should I always negotiate CPM or use RevShare?
It depends. If your traffic is stable and performance is predictable, RevShare can be better in high-demand environments. But for smaller publishers, fixed CPM is safer. You can also combine (floor + share).
Q3: How low should I accept a rate?
Have a “walk-away” floor in mind (the lowest rate you accept). Anything below that isn’t worth the partnership.
Q4: Can beginners negotiate with large networks?
Yes. Even small publishers can ask — you might not always win, but you’ll learn. Use case data, start small, build relationships over time.
Q5: How often can I renegotiate?
Every campaign cycle, or at least quarterly. Don’t wait years. Always bring new data.
Q6: What if the network refuses to budge?
Ask for alternative improvements — better ad placement, bonus inventory, targeting options. Or consider switching or adding other networks to increase your leverage.
Conclusion
I know how frustrating it can be to feel stuck with a low ad rate, especially when you’re working hard to grow traffic and engagement. You deserve to be paid fairly. But negotiation isn’t magic — it’s smart preparation, clear communication, and using your data.
By understanding how ad networks set their rates, preparing your metrics and goals, and applying the strategies above, you can move from being passive to proactive. Start small: try with one campaign, ask for better placement, or a slight rate bump. As you succeed, your confidence and results will grow.
In short, know your true value and back it up with solid data — that’s the language ad networks respect. Stay professional and friendly during every discussion, and don’t focus only on price. Negotiate for added value and use your past results to confidently push for better deals in the future.
You can turn ad negotiations from a frustration into a strategic advantage. Let’s start strong, get what you deserve — and keep doing better next time.