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Female-focused Stylist is the latest publisher retreating from the open marketplace, which accounted for 5% of its revenues when it ceased trading there last month.
As the fashion, beauty and pop culture publisher controls more of who buys its inventory, it expects CPMs to rise. But at the beginning of December this was too early to tell.
“If you want to advertise in premium environments—as advertisers tell us they do—that can’t be funded at $2.50 CPMs,” head of digital at Stylist Group David Hayter said.