Every RPM range on PerMille is a planning estimate, not a live feed. Here's exactly where the numbers come from, what moves them, and where they're most likely to be wrong — so you can decide how much weight to put on them.
Where the ranges come from
- Platform-published rate cards and creator help-center documentation, where a platform discloses one.
- Aggregated, publicly reported figures from publisher and creator communities — forum threads, case studies, and network comparison posts that report real, dated numbers rather than marketing copy.
- Ad network public disclosures (traffic minimums, payout schedules, revenue-share splits) sourced from each network's own site.
We do not have a live data feed into any ad network, and we don't scrape individual creators' private dashboards. Every range is a compiled snapshot, reviewed periodically by hand.
Why we show a range, not a single number
RPM for the same platform can differ by 5–10x based on four variables: audience geography, content niche, seasonality, and — for display networks — which denominator the network uses (sessions vs. pageviews vs. impressions). A single average hides all four. The low/typical/high range is an attempt to be honest about that spread rather than pretend a single figure applies to everyone.
What the "Estimate" mode's multipliers mean
The niche and geography multipliers in Estimate mode are directional adjustments based on widely observed patterns — finance and B2B content outearning entertainment content, Tier 1 markets outearning Tier 3 — not a regression model fit to a dataset. Treat the output as a reasoned guess, not a forecast.
Update cadence
Benchmarks are reviewed on a best-effort basis, targeting a full pass at least once per quarter, with off-cycle updates when a network announces a public rate or policy change (a traffic-minimum change, a program relaunch, a payout-structure change). Each page's rate card notes the date of its last review.
Known limitations
- Deal-based categories (podcast sponsorships, newsletter placements, brand-matched programs like Podcorn) don't have a single formula — the quoted range approximates typical negotiated rates, which vary more than programmatic ad RPM.
- Early-stage programs (X Creator Revenue Sharing, LinkedIn's creator program) have limited public data; their ranges are the least confident on this site.
- Currency conversion uses fixed approximate rates for display purposes only — not a live feed, and not suitable for accounting or tax purposes.
- We are not affiliated with, and don't have special access to, any platform or network listed. If you work at one of these companies and see something inaccurate, we'd genuinely like to fix it.
What we don't do
- We don't ask for your login credentials or dashboard access.
- We don't store, transmit, or log the numbers you enter — every calculation happens in your browser.
- We don't sell "creator benchmark data" derived from what people type into this tool, because we never see it.