Educational only. eCPM figures aggregate AppLovin, ironSource, Unity, and AdMob public benchmark reports for 2025–2026. Actual rates depend on app vertical, geo mix, OS, and waterfall configuration.
AdMob is the largest in-app ad network on earth, and its eCPM varies 200× by format and geography. A US rewarded video pays $14–22 per 1,000 impressions. A tier-3 banner pays $0.08. The gap matters more than your DAU. Run your numbers in the AdMob Revenue Calculator.
Format hierarchy (highest to lowest eCPM)
- Rewarded video — $14–22 (US), $8–10 (Tier 2), $2–3 (Tier 3). Premium because the user opts in.
- Interstitial — $9–14 / $5–7 / $1–2. Full-screen brand value, but high friction.
- Native — $3–5 / $1.5–2.5 / $0.4–0.8. Blends into content.
- App-open — $4–8 (very seasonal, brand-driven).
- Banner — $0.30–0.65 / $0.18–0.25 / $0.06–0.10. Commodity.
Banner sizes that actually pay
Google's adaptive banner (the recommended replacement for smart banners) outperforms fixed 320×50 by 20–40% because it sizes to device width. Anchored adaptive banners earn more than inline. 300×250 medium rectangle earns 4–7× a banner — use it on pause screens and content gaps, never in navigation flows.
Mediation isn't optional
Single-network AdMob fill leaves 15–25% on the table. AppLovin MAX, ironSource LevelPlay, and Google's own bidding pull competing demand (Meta Audience Network, Vungle, Pangle, Mintegral) into a unified auction. Most studios see ARPDAU lift 18–22% within 30 days of switching from waterfall-only AdMob.
GDPR, ATT, and the consent problem
Without proper consent management (TCF v2.2 for EU, Apple ATT for iOS 14.5+), AdMob fills with non-personalized ads that pay 60–80% less. Use Google's UMP SDK on the EU side and prompt for ATT before showing the first ad on iOS. Consent rates of 70%+ are achievable with good UX copy.