What is RPO?

Revenue Per Thousand Opens (RPO) is a simple, top-line metric for understanding the value you are deriving from your partnership with LiveIntent. While RPO may seem like a new, different metric, it is really just a way of condensing two familiar measurements: Cost Per Thousand Impressions (CPM), and LiveTags per Open (LPO).

Revenue Per Thousand Opens (RPO) = Cost Per Thousand Impressions (CPM) x LiveTags per Open (LPO)

Why RPO?

RPO is a good way to evaluate your success with LiveIntent for a few reasons, the biggest being that it’s reflective of the LiveIntent exchange (CPM) as well as your own adoption of LiveIntent’s technology (the number of LiveTags in your template).

Increasing your RPO

1. Add another ad unit. You can reach out to your account manager to get mock ups of how additional ad units would look in your template if you’re unsure what size would be best.
2. Think about Marquee and Marquee for Native. Marquee is a dynamic ad unit that only shows when there is an advertiser willing to pay a high enough bid for this high-impact placement. If you already have Marquee at the top of your newsletter, you can explore adding a second Marquee integrated into your content. In this case, you can run Native campaigns, either through your own direct sales efforts or sold by LiveIntent’s sales team. Native is currently sold at a rate that would provide publishers an effective CPM of $15.
3. Increase Direct Sales. For those with a sales force, a very effective way to increase your CPM is by direct selling a larger percentage of your email inventory. Our most successful publishers are able to directly sell their email inventory at prices 3-5x the exchange through communicating the value of their subscribers to advertisers. For more information on direct selling your inventory, please refer to this guide: Sales Strategy: How To Direct Sell Your Email Inventory