It seems Apple is calculating eCPM off of the impressions actually shown, not the number of requests made. Since the fill rate was only 34.9%, I'd argue the actual eCPM for this developer is $51.49, not the reported $147.55.<p>These are still impressive numbers. It's clearly 'get as much money as fast as you can while advertisers are still being irrational' time.
This is from a utility app that was released today. I was quite surprised by the return, though I'm not sure if it will keep up. It seems that people may still be enjoying the novelty of iAds.
Is this sustainable? As an advertiser, I probably wouldn't want to pay those rates to be included in an app people use while trying to find something that fell under their car seat at night.