BizSugar.com › Online Marketing › 23% drop in online ad rates, but smaller sites cash in

The PubMatic AdPrice Index indicates that the economic slowdown in the U.S. has led to a 23% drop in overall monetization for the online advertising industry.

Large Web sites fared the worst while small Web sites managed to maintain their monetization rates, PubMatic said, adding that eCPMs for Web sites with more than 100 million page views per month dropped dramatically by 52% from 38 cents in March to 18 cents in April.

Web sites with 1 million to 100 million page views per month were nearly flat, with monetization dropping from 34 cents in March to 33 cents in April. Small Web sites managed to improve their monetization, increasing from $1.17 in March to $1.29 in April.