Open Auction Benchmarks: January 2025
Burt.
burtintelligence.com
sales@burtcorp.com
sales@burtcorp.com
January 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
January opened 2025 with every headline benchmark down, month over month and year over year. Display and Video CPMs both fell from December, and advertiser spending trailed last year across both formats.
- Display CPM down 28% MoM; Video CPM down 26% MoM
- Advertiser spending down 2% (Display) and 29% (Video) year over year
- Standout growth: one advertiser grew Display spend over 7,900% MoM and Video spend over 1,400%
Format
CPM
MoM CPM
YoY CPM
Display
$1.04
▼ 28%
▼ 22%
Video
$2.73
▼ 26%
▼ 38%
Display Benchmarks
Month over Month
Advertiser Spending▼ 26%
CPM▼ 28%
Year over Year
Advertiser Spending▼ 2%
CPM▼ 22%
Top Display Advertisers
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Temu | 3.21% | $1.87 | ▲ 64.51% |
| 2 |  American Express | 1.87% | $1.78 | ▲ 56.81% |
| 3 |  Chevrolet | 1.77% | $2.24 | ▼ 50.36% |
| 4 |  Amazon | 1.61% | $0.82 | ▼ 55.49% |
| 5 |  Comcast | 1.59% | $1.57 | ▼ 3.39% |
| 6 |  Nissan | 1.37% | $2.95 | ▲ 30.76% |
| 7 |  H&R Block | 1.12% | $2.20 | ▲ 7959.56% |
| 8 |  Intuit | 0.93% | $1.82 | ▲ 241.74% |
| 9 |  Best Buy | 0.86% | $1.71 | ▼ 66.21% |
| 10 |  Expedia Group | 0.85% | $0.63 | ▼ 12.80% |
Top Display Partners
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 48.02% | $1.21 | ▼ 35.74% |
| 2 |  Index Exchange | 8.72% | $0.94 | ▼ 21.19% |
| 3 |  Magnite | 5.52% | $0.90 | ▼ 26.89% |
| 4 |  TripleLift | 5.25% | $0.95 | ▼ 29.29% |
| 5 |  OpenX | 3.69% | $1.38 | ▼ 12.86% |
| 6 |  PubMatic | 3.37% | $0.76 | ▼ 24.74% |
| 7 |  Media.net | 3.37% | $0.82 | ▼ 16.78% |
| 8 |  A9 | 2.84% | $0.75 | ▼ 29.17% |
| 9 |  Taboola | 2.61% | $0.92 | ▼ 18.96% |
| 10 |  Xandr | 2.33% | $0.73 | ▼ 7.38% |
Video Benchmarks
Month over Month
Advertiser Spending▼ 24%
CPM▼ 26%
Year over Year
Advertiser Spending▼ 29%
CPM▼ 38%
Top Video Advertisers
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 | Intuit | 3.43% | $4.24 | ▲ 1051.20% |
| 2 |  Capital One | 2.08% | $4.60 | ▲ 120.61% |
| 3 | Comcast | 1.98% | $5.59 | ▲ 80.91% |
| 4 |  H&R Block | 1.75% | $6.42 | ▲ 1480.51% |
| 5 |  Apple | 1.48% | $1.20 | ▼ 10.72% |
| 6 |  AT&T | 1.10% | $3.65 | ▲ 86.90% |
| 7 | Chevrolet | 1.04% | $2.08 | ▼ 44.94% |
| 8 |  Dell | 0.91% | $2.21 | ▼ 7.11% |
| 9 |  Volvo | 0.78% | $7.70 | ▼ 20.37% |
| 10 |  Adobe | 0.76% | $4.27 | ▲ 80.96% |
Top Video Partners
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 43.09% | $3.22 | ▼ 33.82% |
| 2 | Magnite | 9.56% | $2.45 | ▼ 17.58% |
| 3 | Index Exchange | 7.42% | $2.53 | ▼ 28.47% |
| 4 | PubMatic | 3.54% | $3.57 | ▼ 10.39% |
| 5 |  Connatix | 3.50% | $1.08 | ▼ 19.36% |
| 6 | A9 | 2.98% | $2.32 | ▼ 12.58% |
| 7 | Xandr | 2.78% | $3.46 | ▼ 11.93% |
| 8 | TripleLift | 2.76% | $1.97 | ▼ 39.67% |
| 9 | Media.net | 2.33% | $4.35 | ▲ 28.21% |
| 10 | OpenX | 1.80% | $4.21 | ▼ 25.64% |
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