Ad Revenue in Italy: eCPM and RPM Estimates
Italy sits in Tier 2 in our model, with a market multiplier of 0.80x against the tier baseline. A casual game with 10,000 daily users there earns an estimated $7,118 a month.
Updated · Every figure on this page is an estimate from our benchmark tables, not a quote from any network.
Market profile
- Region tier
- Tier 2 (Western Europe and developed Asia-Pacific (Japan, South Korea, Singapore, New Zealand))
- Market multiplier
- 0.80x
- Assumed iOS share
- 25%
Against the Tier 2 average this market earns about 20% less.
About the market
Italy sits in Tier 2 here, alongside the larger Western European markets, though its rates tend to land below those of Germany and France. Fashion, food, automotive, telecoms and retail brands are prominent advertisers, and Italian-language campaigns serve a market that is large but almost entirely domestic, so there is little overflow demand from neighbouring countries.
Android has a large majority of smartphones, so most app impressions will be priced at Android rates. Italian audiences tend to prefer content in their own language, and an English-only product reaches far fewer people than it would in the Nordics or the Netherlands. Mobile is the main way many Italians go online, which favours mobile-friendly layouts and formats such as sticky and in-article units. As elsewhere in the EU, GDPR consent affects how many users see personalised ads. Football, cooking, travel and motoring content attracts steady interest, and the August holiday period can quieten some business niches for a few weeks.
Estimated mobile eCPM in Italy
Blended Android and iOS eCPM for a casual game, USD per 1,000 impressions.
| Network | Rewarded video | Interstitial | Banner |
|---|---|---|---|
| Google AdMob | $4.08 | $2.61 | $0.33 |
| Unity Ads | $4.25 | $2.78 | $0.29 |
| AppLovin MAX | $4.74 | $3.10 | $0.37 |
| Meta Audience Network | $3.59 | $2.45 | $0.31 |
| ironSource / LevelPlay | $4.08 | $2.70 | $0.31 |
| Vungle / Liftoff | $3.92 | $2.61 | $0.25 |
| InMobi | $3.43 | $2.29 | $0.25 |
| Chartboost | $3.27 | $2.37 | $0.25 |
Rewarded video spans $3.27 to $4.74 across the networks here, a spread of 45% between the lowest and highest table. Among other Tier 2 markets in our list, the closest in price is United Arab Emirates and the furthest is Switzerland.
Estimated website RPM in Italy
Page RPM for a general-interest site with readers in Italy, at the reference layout.
| Network | Page RPM |
|---|---|
| Google AdSense | $1.92 |
| Ezoic | $2.56 |
| Media.net | $1.54 |
| Monumetric | $2.82 |
| Mediavine | $4.48 |
| Raptive | $4.74 |
What an app earns there
Monthly estimates for a casual game with its typical ad setup, all users in Italy.
| Daily users | Google AdMob | AppLovin MAX | Unity Ads |
|---|---|---|---|
| 1,000 | $712 | $844 | $683 |
| 10,000 | $7,118 | $8,438 | $6,825 |
| 100,000 | $71,177 | $84,376 | $68,251 |
Getting paid from Italy
Italian publishers usually receive payments by bank transfer to a euro account. SEPA keeps euro transfers cheap, while dollar payments involve a conversion by your bank or a currency account provider. Some smaller networks pay by PayPal. Fees and options vary by bank, so check each network's payment settings, and keep a record of every payment for your accountant.
All figures come from our benchmark tables: Android eCPMs by tier, category or niche multipliers, modelled fill and the iOS multiplier. They are estimates for planning, not quotes.
Questions people ask
What is the rewarded video eCPM in Italy?
Between about $3.27 and $4.74 across the networks in our tables, blended for platform, with AppLovin MAX at the top.
How much does a game with 10,000 daily players in Italy earn?
About $7,118 a month on AdMob and $8,438 on AppLovin MAX for a casual game with its typical ad setup, on our numbers.
How much does a blog with readers in Italy earn?
About $1.92 per 1,000 pageviews on AdSense at the reference layout, so 100,000 pageviews would earn roughly $192.