Open Auction Benchmarks: February 2025
Burt.
burtintelligence.com
sales@burtcorp.com
sales@burtcorp.com
February 2025 Display & Video Benchmarks
Programmatic Open Auction
Track your performance across the advertising industry and identify high-value opportunities with our curated Programmatic and Direct Benchmarks datasets.
The takeaway
February prices rebounded from January's drop, led by a 26% month-over-month rise in Video CPM. CPMs in both formats still sat below last year, while advertiser spending ran well ahead of last year on Display and trailed it on Video.
- Display CPM up 19% MoM; Video CPM up 26% MoM
- Advertiser spending up 50% (Display) and down 23% (Video) year over year
- Standout video growth: one advertiser grew spend over 170% MoM, another over 110%
Format
CPM
MoM CPM
YoY CPM
Display
$1.17
▲ 19%
▼ 21%
Video
$3.46
▲ 26%
▼ 32%
Display Benchmarks
Month over Month
Advertiser Spending▼ 18%
CPM▲ 19%
Year over Year
Advertiser Spending▲ 50%
CPM▼ 21%
Top Display Advertisers
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Temu | 4.22% | $0.98 | ▼ 50.78% |
| 2 |  AT&T | 2.09% | $1.91 | ▲ 3.50% |
| 3 |  Comcast | 1.85% | $1.88 | ▲ 10.81% |
| 4 |  Chevrolet | 1.52% | $1.91 | ▼ 29.68% |
| 5 |  American Express | 1.39% | $1.79 | ▼ 14.33% |
| 6 |  Progressive | 1.07% | $1.58 | ▲ 97.54% |
| 7 |  Apple | 1.07% | $0.72 | ▲ 62.30% |
| 8 |  H&R Block | 1.04% | $2.01 | ▼ 38.72% |
| 9 |  Intuit | 0.93% | $2.43 | ▼ 28.69% |
| 10 |  Nissan | 0.91% | $2.94 | ▼ 17.14% |
Top Display Partners
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 61.13% | $1.20 | ▲ 20.13% |
| 2 |  Xandr | 8.01% | $1.14 | ▲ 17.42% |
| 3 |  Index Exchange | 5.37% | $1.12 | ▲ 18.06% |
| 4 |  TripleLift | 3.67% | $1.12 | ▲ 17.75% |
| 5 |  Magnite | 3.43% | $1.09 | ▲ 20.90% |
| 6 |  OpenX | 2.91% | $1.58 | ▲ 14.16% |
| 7 |  Media.net | 2.10% | $0.94 | ▲ 14.70% |
| 8 |  PubMatic | 1.71% | $0.88 | ▲ 16.26% |
| 9 |  Taboola | 1.33% | $0.99 | ▲ 7.83% |
| 10 |  A9 | 1.32% | $0.82 | ▲ 8.99% |
Video Benchmarks
Month over Month
Advertiser Spending▲ 6%
CPM▲ 26%
Year over Year
Advertiser Spending▼ 23%
CPM▼ 32%
Top Video Advertisers
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Capital One | 3.44% | $6.76 | ▲ 91.50% |
| 2 |  H&R Block | 3.33% | $6.51 | ▲ 112.42% |
| 3 | Intuit | 3.11% | $5.38 | ▲ 6.35% |
| 4 | Comcast | 2.73% | $7.01 | ▲ 6.27% |
| 5 |  Spectrum | 1.00% | $6.75 | ▲ 23.82% |
| 6 |  CeraVe | 0.95% | $4.66 | ▲ 172.62% |
| 7 |  Pampers | 0.95% | $3.74 | ▲ 63.38% |
| 8 |  Volvo | 0.92% | $11.93 | ▲ 40.96% |
| 9 | Chevrolet | 0.90% | $2.54 | ▼ 20.60% |
| 10 | AT&T | 0.79% | $4.33 | ▼ 19.20% |
Top Video Partners
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 43.39% | $3.75 | ▲ 24.38% |
| 2 | Magnite | 9.83% | $3.24 | ▲ 32.10% |
| 3 | Index Exchange | 7.10% | $3.04 | ▲ 20.20% |
| 4 | Xandr | 6.49% | $4.49 | ▲ 27.66% |
| 5 | A9 | 3.05% | $2.96 | ▲ 27.53% |
| 6 | TripleLift | 2.99% | $2.54 | ▲ 28.52% |
| 7 | PubMatic | 2.98% | $5.42 | ▲ 51.77% |
| 8 |  Connatix | 2.96% | $1.23 | ▲ 13.92% |
| 9 |  STN Video | 1.84% | $1.70 | ▲ 73.83% |
| 10 | Media.net | 1.43% | $5.40 | ▲ 23.91% |
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