Open Auction Benchmarks: December 2025
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December 2025 Display & Video Benchmarks
Track your performance across the advertising industry and identify high-value opportunities with our curated Programmatic and Direct Benchmarks datasets.
December pricing eased from November but held well above last year on Display. Display and Video CPMs both dipped month over month, while advertiser spending edged up on Display and trailed last year on Video.
- Display CPM down 4% MoM; Video CPM down 5% MoM
- Advertiser spending up 2% (Display) and down 5% (Video) year over year
- Standout video growth: one advertiser grew spend over 170% MoM, another over 240%
Display Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Amazon | 3.21% | $1.77 | ▼ 13.27% |
| 2 |  Temu | 2.16% | $2.26 | ▲ 17.77% |
| 3 |  AT&T | 2.08% | $1.81 | ▼ 1.78% |
| 4 |  Best Buy | 1.76% | $2.79 | ▼ 35.99% |
| 5 |  Comcast | 1.67% | $2.00 | ▲ 3.21% |
| 6 |  Fidelity | 1.48% | $5.10 | ▲ 38.22% |
| 7 |  Chevrolet | 1.44% | $2.47 | ▲ 18.17% |
| 8 |  Sephora | 1.32% | $3.03 | ▲ 10.31% |
| 9 |  Capital One | 1.26% | $1.44 | ▲ 7.35% |
| 10 |  American Express | 0.96% | $2.19 | ▼ 9.40% |
Sephora’s “It’s Time” holiday campaign starring Mariah Carey appears in public marketing roundups as one of the top holiday campaigns of 2025. Its impact spans multiple channels, including social and digital display elements.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 58.06% | $1.41 | ▼ 6.42% |
| 2 |  Index Exchange | 8.19% | $2.01 | ▼ 4.31% |
| 3 |  Xandr | 7.32% | $4.76 | ▼ 8.08% |
| 4 |  Magnite | 5.70% | $1.70 | ▼ 4.37% |
| 5 |  TripleLift | 3.13% | $1.42 | ▼ 11.63% |
| 6 |  PubMatic | 2.87% | $2.23 | ▼ 6.67% |
| 7 |  Media.net | 2.18% | $1.33 | ▼ 4.98% |
| 8 |  OpenX | 1.91% | $2.01 | ▲ 9.68% |
| 9 |  Minute Media | 1.03% | $1.88 | ▲ 19.88% |
| 10 |  A9 | 1.00% | $1.39 | ▲ 23.10% |
Video Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Apple | 4.45% | $3.09 | ▲ 15.50% |
| 2 |  Coca-Cola | 2.33% | $8.23 | ▲ 172.99% |
| 3 | Chevrolet | 2.25% | $3.51 | ▲ 62.31% |
| 4 | Best Buy | 2.10% | $3.95 | ▲ 45.36% |
| 5 |  Ford | 1.84% | $5.69 | ▲ 96.73% |
| 6 | Capital One | 1.70% | $3.10 | ▲ 17.13% |
| 7 | Amazon | 1.47% | $2.44 | ▼ 41.56% |
| 8 |  Walmart | 1.35% | $1.68 | ▲ 18.44% |
| 9 |  St. Jude | 1.29% | $7.03 | ▲ 241.57% |
| 10 |  Chase | 1.14% | $2.12 | ▲ 89.70% |
Apple released a holiday commercial in December 2025 called 'A Critter Carol.' It featured handcrafted puppet visuals and woodland creatures celebrating friendship and joy during the season.
Coca-Cola’s annual Christmas campaign continued in December 2025 with new films, including refreshed versions of the classic 'Holidays Are Coming' truck spot and emotionally driven seasonal stories, like 'A Holiday Memory'.
As part of Best Buy’s mid-November holiday push, multiple video ad variants ran through December — including cozy home tech, gift ideas, and emotional lifestyle positioning.
St. Jude ran non-commercial, emotional, and heart-centered video spots in December. They encouraged support and awareness for pediatric care, connected to its 'Thanks & Giving' partnership campaign.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 39.64% | $2.77 | ▼ 1.99% |
| 2 | Magnite | 12.97% | $4.04 | ▼ 0.06% |
| 3 | Index Exchange | 8.51% | $4.39 | ▼ 3.68% |
| 4 | Xandr | 7.01% | $6.63 | ▼ 13.57% |
| 5 | A9 | 4.50% | $4.20 | ▼ 5.51% |
| 6 | PubMatic | 2.45% | $6.29 | ▼ 3.59% |
| 7 | TripleLift | 2.01% | $3.33 | ▼ 17.20% |
| 8 | Minute Media | 1.56% | $5.99 | ▼ 3.75% |
| 9 | OpenX | 1.42% | $4.35 | ▼ 20.74% |
| 10 |  Undertone | 1.39% | $5.59 | ▼ 6.44% |
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