Each year, publishers see CPMs decline in the summer months. It’s easy to worry, but this drop doesn’t signal a problem with your monetization strategy. It reflects a predictable seasonal slowdown across the programmatic ecosystem.
The good news? It’s temporary, and you can use this time strategically to prepare for Q4, when demand and performance are expected to increase spike.
Why Do CPMs Drop in Summer?
- Less Online Activity
Vacations, outdoor events, and school breaks pull audiences away from screens, leading to fewer pageviews and weaker engagement. - Ad Budget Lulls
Many brands reduce spend early in Q2 as they plan for major campaigns tied to back-to-school and the holidays. - Changing Engagement Patterns
Users browse differently in summer. Session lengths shrink, content consumption shifts, and as a result, earnings per session often fall.
Summer CPM Trends Are Consistent
The data tells a clear story: CPMs dip mid-year, then surge in Q4. This pattern plays out year after year, and 2025 is already following suit.
Seasonality Varies by Vertical
Some categories dip harder or recover faster. Here are a few examples from recent performance data:
🎓 Education
CPMs rebound in August and peak in September. Publishers should prep now to capitalize on the back-to-school wave.
👗 Style & Fashion
This vertical performs well through summer and accelerates into Q4, now is the time to secure top-tier demand and premium ad slots.
💰 Personal Finance
CPMs tend to stay low until November. Focus on strategy and targeting now to maximize the year-end surge.
✅ Summer CPM Fixes for Publishers
Don’t just ride out the dip; take steps now that set you up for a stronger second half.
- Refresh Ad Layouts
Test new placements and formats. Optimize refresh rules and viewability across all devices. - Activate First-Party Data
Build or expand audience segments to improve targeting and demand value, even with lower traffic. - Diversify Revenue
Add direct-sold deals, branded content, or newsletter ads to reduce reliance on open market CPMs. - Lock In Your Q4 Plan
Talk to your monetization partner about pricing floors, identity solutions, and high-impact units. Think of summer as your strategy season. What you build now drives what you earn later.
Final Thought
Summer CPM drops are normal. But they’re also manageable. With smart adjustments and a proactive approach, you can turn this seasonal dip into a springboard for growth.
Start now. The work you do today powers the performance you’ll see tomorrow.
