Open Auction Benchmarks: January 2026
sales@burtcorp.com
January 2026 Display & Video Benchmarks
Track your performance across the advertising industry and identify high-value opportunities with our curated Programmatic and Direct Benchmarks datasets.
The January Benchmarks Report is out. Display and Video CPMs both came down month over month against a strong December, and Video pricing also sat below where it was a year ago. Two Video advertisers still grew spend by more than 200% month over month.
- Display CPM $1.24, down 29% MoM; Video CPM $2.90, down 24% MoM
- Advertiser spending down 26% on Display and 30% on Video MoM
- Two Video advertisers grew spend more than 200% MoM: Skyscanner at 302.93% and Progressive at 204.98%
Display Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Temu | 2.26% | $2.81 | ▲ 14.94% |
| 2 |  American Express | 1.92% | $1.55 | ▲ 22.14% |
| 3 |  Amazon | 1.48% | $0.87 | ▼ 55.55% |
| 4 |  Capital One | 1.07% | $1.33 | ▼ 9.07% |
| 5 |  Nissan | 0.99% | $2.31 | ▼ 27.05% |
| 6 |  Comcast | 0.97% | $1.34 | ▼ 35.56% |
| 7 |  Simple | 0.96% | $1.93 | ▼ 39.64% |
| 8 |  Globalegrow E-Commerce | 0.92% | $1.19 | ▲ 27.28% |
| 9 |  AT&T | 0.91% | $1.63 | ▼ 50.68% |
| 10 |  Dell | 0.87% | $1.28 | ▼ 7.45% |
Globalegrow E-commerce is a cross-border retail group operating consumer-facing brands such as GearBest, RoseGal, DressLily, and Sammydress, rather than advertising under its corporate name. In January 2026, EU and US consumers would most commonly have seen performance-driven display and video ads promoting discounted electronics, fast-fashion collections, and seasonal clearance offers from these individual storefronts across open-auction inventory.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 55.93% | $1.45 | ▼ 28.20% |
| 2 |  Magnite | 7.82% | $0.98 | ▼ 18.08% |
| 3 |  Index Exchange | 6.27% | $1.09 | ▼ 28.21% |
| 4 |  PubMatic | 3.44% | $1.20 | ▼ 33.46% |
| 5 |  Media.net | 3.30% | $0.88 | ▼ 43.32% |
| 6 |  TripleLift | 2.95% | $0.87 | ▼ 33.21% |
| 7 |  OpenX | 2.15% | $1.72 | ▼ 18.71% |
| 8 |  A9 | 2.13% | $0.87 | ▼ 37.60% |
| 9 |  Taboola | 1.95% | $0.91 | ▼ 29.18% |
| 10 |  Minute Media | 1.75% | $1.21 | ▼ 33.68% |
Video Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Intuit | 2.65% | $7.34 | N/A |
| 2 | Capital One | 1.65% | $4.11 | ▼ 37.79% |
| 3 | Dell | 1.55% | $3.73 | ▲ 83.42% |
| 4 |  Apple | 1.47% | $0.64 | ▼ 72.54% |
| 5 | AT&T | 1.40% | $4.06 | ▲ 45.90% |
| 6 |  Nestle | 0.99% | $9.02 | N/A |
| 7 |  Progressive | 0.83% | $3.86 | ▲ 204.98% |
| 8 |  Pampers | 0.74% | $7.00 | ▲ 3.18% |
| 9 |  Chevrolet | 0.68% | $8.18 | ▼ 74.87% |
| 10 |  Skyscanner | 0.67% | $9.72 | ▲ 302.93% |
Intuit’s TurboTax returned with a video campaign around the 2026 Super Bowl that aired in early February and was previewed in late January.
Progressive ran multiple video commercials in January 2026 as part of its standard seasonal advertising slate, several of which appear to be branded product/service spots — e.g., 'Joe’s Family Reunion' and 'Molly’s Vacation.'
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 35.68% | $2.12 | ▼ 36.62% |
| 2 | Magnite | 11.61% | $3.79 | ▲ 1.63% |
| 3 | Index Exchange | 8.65% | $3.65 | ▼ 15.74% |
| 4 | A9 | 6.86% | $4.10 | ▼ 2.53% |
| 5 | TripleLift | 4.41% | $3.25 | ▲ 37.01% |
| 6 |  Xandr | 2.13% | $6.45 | ▼ 22.56% |
| 7 | Media.net | 2.01% | $4.64 | ▲ 6.21% |
| 8 |  Undertone | 1.61% | $4.94 | ▼ 11.68% |
| 9 | OpenX | 1.58% | $4.06 | ▼ 19.07% |
| 10 | PubMatic | 1.55% | $3.96 | ▼ 22.83% |
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