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"Since early 2007, Web developers have been making all kind of applications for use on Facebook. Some have achieved a good bit of success. A small portion have been fortunate to climb to the top of the ladder. Most live in relative obscurity. Wherever your favorite third-party installations may reside today, chances are that the creators want to garner some measure of financial recompense for their work, most all from advertising. Therefore, the proverbial CPM metric is oft discussed; eCPM as well.\nSo it\u2019s rather fitting that Justin Smith of Inside Facebook took some time recently to solicit numbers from various application developers to get a sense of where they sit today in terms of financial viability. Their figures, however basic and selective (nine developers out of a broad pool of thousands upon thousands) may offer some insight as to where these businesses are going, now that Facebook has essentially transitioned from a booming youngster to a global enterprise that claims to be serving more than 100 million users.\nThe average of nine developers who have shared CPM/eCPM developers with Smith is seems a decent showing at $0.92. But it\u2019s somewhat deceiving, at least in terms of the sampling. What most raises the mean to that level is the very irregular $4.78 eCPM which Halifax-based developer C. Schop claimed to have seen from Social Media earlier this month. The next highest purported CPM rate, shared by Kent, UK-based C. Bovis is $1.50, from VideoEgg alone, with more coming in from RockYou. The average of the rest of the developers runs from $0.10-60. The lowest CPM is recorded by \u2018ersingencturk\u2019, with $0.04, from AdSense.\nWhat this information seems to show is that there is a wide range of returns, with virtually no advertising network displaying any consistent advantage over any other. Should developers be seeing higher numbers? I would imagine so. And there\u2019s really little reason to think such increases won\u2019t eventually come about. Given the Facebook application marketplace\u2019s relative youth, and its somewhat experimentalist nature, there\u2019s still much time and room to improve. Facebook itself has yet to pull in the dollars it needs to substantiate its $15b valuation. In a year or two, the numbers for both the network and its third-party developers will be measurably much greater."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2008/04/27/facebook-app-cpm/>