New from Burt: Burt Benchmarks Premium
In December 2023, Burt Intelligence launched Burt Benchmarks Premium, giving publishers deeper visibility into advertising market performance across both direct and programmatic channels.
How are we performing relative to the market?
Publishers have plenty of data about their own businesses, but that data is often fragmented across direct and programmatic advertising systems. What's much harder to see is whether a change in performance is unique to them or reflects a broader shift in the advertising market.
Burt Benchmarks Premium was created to add that missing context. By combining advertising activity across the Burt Data Network, publishers could compare their own performance with the market and identify opportunities that would be difficult to see from first-party data alone.
Monitor performance
Compare advertising performance with broader industry activity to distinguish company-specific changes from market-wide trends.
Identify opportunities
Surface advertisers, partners and market activity that can point to potential revenue opportunities.
What launched with Benchmarks Premium
Direct + programmatic benchmarks
Curated datasets spanning both direct-sold and programmatic advertising.
Display + video market trends
Open Auction CPM and advertiser-spending benchmarks across key formats.
Advertiser intelligence
Month-over-month and year-over-year spending and CPM data to help understand how advertiser activity was changing.
Partner benchmarks
Market-level visibility into SSP partner share of voice and CPM performance beyond Google AdX.
AI-powered advertiser mapping
Automated advertiser mapping helped normalize advertiser identity across fragmented advertising datasets.
US + Canada coverage
Specialized market data drawn from advertising activity across the United States and Canada.
A snapshot of the market at launch
Benchmarks Premium launched alongside Burt's November 2023 Open Auction benchmark report. The report provided publishers with a mid-quarter view of changes in advertiser spending and CPMs across display and video, along with advertiser and supply-partner benchmarks.
The report also included advertiser share of voice, advertiser CPMs and spending trends, together with share-of-voice and CPM benchmarks for major programmatic supply partners.
Adding market context to publisher data
Benchmarks Premium extended Burt's work aggregating and normalizing advertising data across fragmented systems by adding a market-level layer. Instead of looking only at what changed inside their own business, publishers could begin asking whether the same movement was occurring across the wider advertising ecosystem.
That same market intelligence continues to underpin Burt Advertising Benchmarks today. It also complements Burt Leads, which uses observed advertising-market activity to help publisher sales teams identify and prioritize advertiser opportunities.
Explore Burt Advertising Benchmarks today
Burt continues to help media companies understand advertising-market trends and compare their performance with activity across the broader ecosystem.
Explore Advertising Benchmarks