Open Auction Benchmarks: May 2025
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May 2025 Display & Video Benchmarks
Track your performance across the advertising industry and identify high-value opportunities with our curated Programmatic and Direct Benchmarks datasets.
Video led May, with advertiser spending and CPM both up 10% month over month. Display CPM rose from April while Display spending dipped, and CPMs in both formats sat below last year.
- Display CPM up 4% MoM; Video CPM up 10% MoM
- Advertiser spending up 6% (Display) and down 12% (Video) year over year
- Standout video growth: one advertiser grew spend over 430% MoM
Display Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Comcast | 2.64% | $2.17 | ▼ 1.26% |
| 2 |  AT&T | 2.34% | $1.72 | ▼ 8.77% |
| 3 |  Amazon | 1.94% | $1.01 | ▲ 23.23% |
| 4 |  Chevrolet | 1.36% | $2.13 | ▼ 7.33% |
| 5 |  American Express | 1.21% | $1.69 | ▲ 6.30% |
| 6 |  Capital One | 0.86% | $1.51 | ▼ 7.26% |
| 7 |  Apple | 0.86% | $0.40 | ▲ 37.94% |
| 8 |  Walmart | 0.85% | $1.10 | ▲ 7.09% |
| 9 |  Adobe | 0.82% | $0.93 | ▲ 28.68% |
| 10 |  Nissan | 0.75% | $2.56 | ▲ 14.91% |
No new display campaign was spotted in May, though Adobe continued to promote its Adobe MAX event and Creative Cloud capabilities via event-driven display ads.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 69.29% | $1.19 | ▼ 1.07% |
| 2 |  Index Exchange | 4.43% | $1.18 | ▼ 5.91% |
| 3 |  TripleLift | 4.28% | $1.14 | ▼ 12.15% |
| 4 |  Magnite | 3.42% | $1.29 | ▼ 2.21% |
| 5 |  PubMatic | 2.34% | $1.27 | ▲ 6.58% |
| 6 |  Media.net | 2.27% | $1.13 | ▲ 3.34% |
| 7 |  OpenX | 1.83% | $1.45 | ▼ 2.79% |
| 8 |  Taboola | 1.69% | $1.35 | ▲ 15.18% |
| 9 |  A9 | 1.04% | $0.84 | ▼ 1.58% |
| 10 |  Xandr | 0.94% | $1.40 | ▲ 24.97% |
Video Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Kroger | 2.16% | $12.24 | ▲ 431.52% |
| 2 | Comcast | 2.02% | $7.13 | ▲ 5.98% |
| 3 |  Apple | 1.99% | $2.05 | ▲ 40.67% |
| 4 | Amazon | 1.73% | $4.17 | ▲ 50.05% |
| 5 |  Chipotle | 0.92% | $4.78 | ▲ 20.64% |
| 6 | Chevrolet | 0.90% | $3.20 | ▼ 21.64% |
| 7 |  Microsoft | 0.86% | $7.96 | ▲ 117.85% |
| 8 |  Ford | 0.76% | $3.14 | ▼ 14.10% |
| 9 |  Spectrum | 0.72% | $7.30 | ▲ 1.27% |
| 10 | AT&T | 0.67% | $2.65 | ▼ 26.72% |
Latin Flavors Cinco de Mayo campaign aired in early May, with video messaging highlighting cultural cuisine offerings.
“YourPotle” Mukbang Campaign: Featured TikTok influencers enjoying oversized burrito orders to the beat of Doechii’s track, in a campaign highlighting Chipotle’s real ingredients.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 40.48% | $3.97 | ▲ 1.23% |
| 2 | Magnite | 12.90% | $6.61 | ▲ 25.87% |
| 3 | Index Exchange | 8.68% | $3.34 | ▲ 6.33% |
| 4 | A9 | 6.34% | $7.61 | ▲ 26.21% |
| 5 |  Connatix | 3.17% | $1.13 | ▲ 8.44% |
| 6 | Xandr | 3.08% | $6.21 | ▲ 4.39% |
| 7 | TripleLift | 2.45% | $2.64 | ▼ 9.17% |
| 8 | PubMatic | 2.34% | $4.76 | ▼ 7.32% |
| 9 |  Undertone | 2.23% | $7.40 | ▲ 8.23% |
| 10 | OpenX | 1.32% | $4.43 | ▲ 3.38% |
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