Open Auction Benchmarks: May 2026
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May 2026 Display & Video Benchmarks
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May continued the pattern of firmer pricing against softer budgets. Display and Video CPMs both rose month over month, while advertiser spending trailed last year across both formats.
- Display CPM up 9% MoM; Video CPM up 4% MoM
- Advertiser spending down 12% (Display) and 21% (Video) year over year
- Standout video growth: one advertiser grew spend over 100% MoM, another over 450%
Display Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Temu | 2.59% | $3.38 | ▼ 13.27% |
| 2 |  Amazon | 1.51% | $1.44 | ▲ 0.94% |
| 3 |  Comcast | 1.42% | $1.70 | ▲ 1.01% |
| 4 |  American Express | 1.29% | $2.26 | ▼ 13.08% |
| 5 |  Chevrolet | 1.17% | $3.57 | ▼ 12.96% |
| 6 |  AT&T | 0.98% | $2.29 | ▼ 12.64% |
| 7 |  Lowe's | 0.73% | $1.08 | ▲ 57.02% |
| 8 |  Ford | 0.69% | $2.26 | ▼ 9.18% |
| 9 |  State Farm | 0.59% | $2.29 | ▲ 0.21% |
| 10 |  GM | 0.58% | $2.81 | ▲ 9.54% |
The ‘Epically More Messi’ campaign was launched in May 2026 and built anticipation for the upcoming FIFA World Cup. It was heavily promoted to drive sign-ups for their MyLowe’s Rewards program.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 52.15% | $1.87 | ▲ 9.13% |
| 2 |  Index Exchange | 8.74% | $1.34 | ▲ 7.47% |
| 3 |  Magnite | 4.92% | $1.48 | ▲ 8.80% |
| 4 |  PubMatic | 4.34% | $1.37 | ▲ 12.81% |
| 5 |  TripleLift | 3.77% | $1.25 | ▲ 17.29% |
| 6 |  OpenX | 3.46% | $1.78 | ▲ 2.87% |
| 7 |  Media.net | 2.82% | $1.16 | ▲ 29.21% |
| 8 |  Minute Media | 2.43% | $1.52 | ▼ 3.79% |
| 9 |  A9 | 2.06% | $1.39 | ▲ 11.28% |
| 10 |  Xandr | 1.56% | $1.14 | ▼ 5.33% |
Video Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Apple | 4.51% | $4.22 | ▲ 149.04% |
| 2 |  Lilly | 1.23% | $4.72 | ▲ 42.43% |
| 3 |  Capital One | 1.22% | $4.06 | ▲ 37.96% |
| 4 |  Walt Disney | 1.06% | $8.55 | ▲ 38.22% |
| 5 | Amazon | 0.98% | $1.74 | ▲ 21.61% |
| 6 | AT&T | 0.83% | $7.51 | ▲ 7.14% |
| 7 |  Best Buy | 0.79% | $5.59 | N/A |
| 8 | Chevrolet | 0.75% | $7.52 | ▼ 12.68% |
| 9 | Comcast | 0.65% | $6.88 | ▼ 19.25% |
| 10 |  Publix | 0.63% | $11.02 | ▲ 497.49% |
Disney launched a cinematic ‘Under the Bed’ / ‘A Lifetime of Great Stories’ global video campaign in early May 2026. Shot on 35mm film and set to a reimagined version of Olivia Rodrigo’s Vampire, the video traces a person’s life milestones through the Disney-owned stories they watch (ranging from Monsters, Inc. to The Sixth Sense and Alien: Earth).
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 32.14% | $3.18 | ▲ 20.80% |
| 2 | Magnite | 16.05% | $7.12 | ▲ 2.32% |
| 3 | Index Exchange | 11.81% | $4.30 | ▲ 8.24% |
| 4 |  JW Player | 3.90% | $2.93 | ▲ 20.49% |
| 5 | A9 | 3.61% | $6.36 | ▼ 9.06% |
| 6 | PubMatic | 2.56% | $6.78 | ▲ 22.15% |
| 7 | Minute Media | 2.30% | $7.87 | ▲ 11.03% |
| 8 |  Undertone | 2.27% | $6.11 | ▲ 13.66% |
| 9 | TripleLift | 2.13% | $1.85 | ▼ 7.81% |
| 10 | OpenX | 1.77% | $6.30 | ▲ 0.94% |
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