Most CPM figures for adult traffic you find online have no date, no country, no device and no source. They are often the best case a network saw once, quoted as if it were normal. This article does three things instead: it shows the floors we publish on Lana Network, explains what pushes a real price above or below a floor, and gives you a way to read an eCPM that does not mislead you.
One rule before the numbers. A floor is the lowest bid a network accepts for a visit. It is not an average and it is not a promise. A visit with no bid at or above the floor is not sold at all.
What is a CPM floor, and who sets it?
There are usually two floors in play on the same visit:
- The network floor. The minimum an advertiser must bid for a format, a country group and a device. On Lana Network these are public and read live from our price table on the advertisers page.
- The publisher floor. The minimum the site owner accepts for a zone. On Lana Network it is a net floor: the amount per 1,000 valid impressions that reaches you, not the advertiser's bid.
A visit is sold only when a bid clears both. On a banner, slider or popunder zone, every other visit goes to your passback, usually your existing network; an interstitial or in-page zone simply shows nothing. Our glossary has a short definition of each term in floor, passback, fill rate and eCPM.
Our public floors, by format and country
The minimum CPM an advertiser must bid on Lana Network for a popunder, in USD per 1,000 impressions, as published on 22 October 2026:
| Country group | Mobile | Desktop |
|---|---|---|
| United States | 0.60 | 0.50 |
| Canada, Australia, New Zealand | 0.50 | 0.50 |
| Rest of the world (served countries) | 0.30 | 0.30 |
The same table on United States mobile for the other formats:
| Format | Floor, USD per 1,000 |
|---|---|
| Popunder | 0.60 |
| Interstitial 300x500 | 0.12 |
| In-page card 320x100 | 0.12 |
| Banner 300x250, 300x500, 320x100, 320x50, 300x100 | 0.08 |
| Slider 300x250 | 0.08 |
Check the live table before you plan around these figures; it can change. Today our demand is concentrated on United States visitors on a mobile browser, so rows outside that slice exist in the table but most of that traffic is handed back to your passback for now. Our formats page shows where each format appears on the page.
Why the market does not publish one number
Large networks rarely publish what they pay per country, and when they do it is a snapshot. Three honest things can still be said about the market, without inventing figures:
- Country matters most. Visitors from the United States, Canada, the United Kingdom, Australia and a few Western European countries usually sell for several times what the same format earns in most other countries.
- Full-page formats price above small slots. A popunder or an interstitial is priced well above a single banner impression, which is why every floor table above has popunder at the top.
- Mobile and desktop are separate markets. Depending on the offer, one can be worth more than the other; never assume.
If someone quotes you a single worldwide CPM, ask which country, which device, which format and which week.
What moves a price above the floor
The floor is where bidding starts. What a visit actually sells for depends on:
- Competition. On a first-price auction, like ours, the highest eligible bid wins and pays its own bid. More advertisers wanting the same visitor means higher prices.
- Conversion history. Advertisers raise bids on placements that sent buyers last week and cut bids on placements that did not. A site with real visitors gets better prices over time.
- Frequency. The first ad a visitor sees in a day is worth more than the fifth. On Lana Network a visitor sees at most one ad per zone per cap window: 24 hours by default, and each zone can be set between 1 hour and 7 days.
- Targeting fit. Language, operating system, browser and time of day all matter to some offers.
- Traffic quality. Visits that fail quality checks are not paid, so a site with a lot of invalid traffic earns less than its raw numbers suggest. Our traffic quality page lists the checks.
How to read an eCPM without fooling yourself
eCPM is what you earned divided by the impressions sold, times 1,000. It is useful, and it is easy to misread. Three traps:
1. A higher floor raises eCPM and can lower revenue. Raise your floor and you sell fewer impressions at a higher price. Your eCPM goes up, but total revenue can go down if the refused visits were worth something. That is why the passback matters: refused visits must still earn elsewhere.
2. eCPM ignores the impressions that never sold. If 1,000 visits reach a zone and 300 are sold, the eCPM describes the 300. The number that pays you is revenue per 1,000 page views for the whole slot, passback included.
3. Gross and net look alike. Some dashboards show what the advertiser paid, others what you kept. On Lana Network the floor you set on a zone is already net for you, and your dashboard shows what you earn. Compare net with net.
A worked example with round, illustrative numbers. A zone gets 10,000 page views in a day. Network A sells 4,000 impressions at a 0.50 USD net eCPM, so 2.00 USD. Your passback earns 1.20 USD on the other 6,000. The slot made 3.20 USD, or 0.32 USD per 1,000 page views. That last figure is the one to compare week over week.
How to set your own floor
- Find what your current network pays you net on that slot, on United States mobile if it shows that detail.
- Set your net floor at or just above that number, never below.
- On a banner, slider or popunder zone, paste your current network's code as the passback.
- After one full week, compare revenue per 1,000 page views with the week before.
The setup itself is covered step by step in zones and the tag, and the waterfall logic in running two adult ad networks on one site. If a new zone stays empty for a while, read why a zone shows nothing yet before changing the floor.
Frequently asked questions
What is a CPM floor in adult advertising?
The lowest price per 1,000 impressions at which a visit can be sold. A network floor applies to advertisers; a publisher floor is the minimum the site owner accepts. A visit with no bid at or above both is not sold.
What is the Lana Network floor for US mobile traffic?
As published on 22 October 2026, 0.60 USD per 1,000 for a popunder and 0.08 USD for a 300x250 banner. Those are minimum bids, read live from our price table, not average earnings.
Why is my eCPM higher but my revenue lower?
Usually because a higher floor sold fewer impressions at a better price. Compare revenue per 1,000 page views for the whole slot, passback included, instead of eCPM alone.
Is a floor the same as what I earn?
No. The public floor is what an advertiser must bid. Your own net floor, set per zone, decides which visits you accept, and you are paid on valid impressions only.