Open Auction Benchmarks: April 2025
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April 2025 Display & Video Benchmarks
Track your performance across the advertising industry and identify high-value opportunities with our curated Programmatic and Direct Benchmarks datasets.
Display budgets pulled back in April, with advertiser spending down 10% month over month as six of the top 10 Display advertisers cut back. Display CPM edged up from March and Video CPM held flat, while year over year, Display spending ran ahead and Video spending trailed.
- Display CPM up 2% MoM; Video CPM flat MoM
- Advertiser spending up 10% (Display) and down 14% (Video) year over year
- Standout video growth: one advertiser grew spend over 500% MoM, another over 260%
Display Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Temu | 2.71% | $0.94 | ▼ 55.85% |
| 2 |  Comcast | 2.67% | $2.05 | ▲ 55.16% |
| 3 |  AT&T | 2.56% | $1.77 | ▼ 14.29% |
| 4 |  Amazon | 1.57% | $0.90 | ▲ 16.56% |
| 5 |  Chevrolet | 1.48% | $1.85 | ▼ 17.78% |
| 6 |  American Express | 1.12% | $1.62 | ▼ 25.37% |
| 7 |  Capital One | 0.93% | $1.45 | ▼ 21.58% |
| 8 |  Walmart | 0.80% | $1.29 | ▲ 28.74% |
| 9 |  State Farm | 0.68% | $0.88 | ▼ 9.73% |
| 10 |  Etsy | 0.66% | $2.70 | ▲ 18.09% |
Temu significantly reduced its US digital advertising expenditures in April 2025, following new tariffs on Chinese imports. Burt’s Data Network shows a decrease of 61% for the US while Canada has an 8% increase in spend MoM.
Walmart’s “Walmart Week 2025,” running from April 28 to May 4, offered Walmart+ members exclusive perks and discounts.
In April 2025, Etsy launched a new advertising campaign titled “Don’t Celebrate Birthdays,” aiming to highlight the profound impact of thoughtful gifting.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 68.11% | $1.20 | ▼ 4.64% |
| 2 |  Index Exchange | 4.97% | $1.25 | ▼ 2.86% |
| 3 |  TripleLift | 3.93% | $1.29 | ▼ 6.11% |
| 4 |  Magnite | 3.77% | $1.30 | ▲ 0.67% |
| 5 |  PubMatic | 2.59% | $1.18 | ▲ 3.46% |
| 6 |  Media.net | 2.33% | $1.08 | ▲ 4.67% |
| 7 |  OpenX | 1.92% | $1.49 | ▼ 5.94% |
| 8 |  Taboola | 1.55% | $1.40 | ▲ 2.96% |
| 9 |  A9 | 1.11% | $0.85 | ▲ 0.54% |
| 10 |  Xandr | 0.95% | $1.12 | ▲ 17.39% |
Video Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 | Comcast | 1.99% | $6.67 | ▼ 29.75% |
| 2 |  Chipotle | 1.56% | $6.82 | ▲ 524.76% |
| 3 |  Apple | 1.46% | $1.26 | ▼ 3.12% |
| 4 |  Intuit TurboTax | 1.46% | $6.87 | ▲ 95.63% |
| 5 | Amazon | 1.24% | $3.56 | ▲ 14.75% |
| 6 | Chevrolet | 1.22% | $3.38 | ▼ 21.35% |
| 7 |  Spectrum | 0.95% | $7.49 | ▲ 20.64% |
| 8 | AT&T | 0.94% | $3.38 | ▼ 41.32% |
| 9 |  Ford | 0.92% | $3.46 | ▲ 12.74% |
| 10 |  Nurtec | 0.84% | $8.52 | ▲ 264.04% |
Chipotle introduced the “Ingredient Quest,” an immersive digital gaming experience in addition to its first user-generated national TV ad.
Pfizer released a new TV commercial for its migraine medication, Nurtec ODT, featuring Grammy-winning artist Lady Gaga. The ad, “Weekend Plans,” aims to raise awareness about migraine treatment options.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 45.85% | $4.05 | ▲ 4.68% |
| 2 | Index Exchange | 10.07% | $3.37 | ▼ 1.91% |
| 3 | Magnite | 9.72% | $5.26 | ▲ 18.40% |
| 4 | PubMatic | 3.11% | $5.15 | ▲ 5.33% |
| 5 | TripleLift | 2.76% | $2.91 | ▲ 4.18% |
| 6 |  Connatix | 2.76% | $1.04 | ▼ 15.97% |
| 7 | A9 | 2.67% | $6.03 | ▲ 43.05% |
| 8 | Xandr | 2.15% | $5.95 | ▲ 7.33% |
| 9 | OpenX | 1.47% | $4.38 | ▼ 17.64% |
| 10 |  Undertone | 1.37% | $6.84 | ▼ 2.62% |
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