Open Auction Benchmarks: October 2025
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October 2025 Display & Video Benchmarks
Track your performance across the advertising industry and identify high-value opportunities with our curated Programmatic and Direct Benchmarks datasets.
October's pullback landed on Video, where advertiser spending fell 19% month over month while Display held roughly flat. Display CPM edged up from September and sat above last year, while Video CPM fell on both measures.
- Display CPM up 1% MoM; Video CPM down 10% MoM
- Advertiser spending up 2% (Display) and down 5% (Video) year over year
- Standout video growth: one advertiser grew spend over 500% MoM
Display Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Amazon | 2.45% | $1.46 | ▲ 6.98% |
| 2 |  AT&T | 2.01% | $1.65 | ▼ 30.28% |
| 3 |  Comcast | 1.73% | $1.57 | ▼ 7.34% |
| 4 |  Temu | 1.56% | $1.96 | ▼ 0.90% |
| 5 |  Chevrolet | 1.38% | $2.59 | ▲ 51.11% |
| 6 |  Capital One | 1.17% | $1.55 | ▲ 11.35% |
| 7 |  Best Buy | 0.99% | $2.19 | ▲ 2.39% |
| 8 |  American Express | 0.93% | $1.78 | ▲ 0.36% |
| 9 |  Apple | 0.88% | $0.27 | ▼ 25.29% |
| 10 |  Sephora | 0.81% | $2.43 | ▲ 14.39% |
Sephora ran a global campaign with Rare Beauty (founded by Selena Gomez) to promote its fine fragrance. All new purchases during that window (in-store & online) were tied to a donation to the Rare Impact Fund (youth mental health).
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 63.25% | $1.31 | ▼ 5.02% |
| 2 |  Index Exchange | 6.22% | $1.28 | ▲ 5.01% |
| 3 |  Magnite | 5.70% | $1.24 | ▼ 2.65% |
| 4 |  TripleLift | 3.88% | $0.62 | ▼ 8.95% |
| 5 |  PubMatic | 3.14% | $1.76 | ▲ 11.80% |
| 6 |  Media.net | 2.27% | $1.18 | ▲ 2.48% |
| 7 |  OpenX | 2.01% | $1.90 | ▲ 9.33% |
| 8 |  A9 | 1.54% | $1.19 | ▲ 6.56% |
| 9 |  Teads | 1.07% | $2.83 | ▲ 47.45% |
| 10 |  Taboola | 1.05% | $1.26 | ▼ 0.29% |
Video Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 | Apple | 2.40% | $2.05 | ▼ 60.29% |
| 2 | Comcast | 1.91% | $5.84 | ▲ 86.30% |
| 3 |  Dell | 1.78% | $3.33 | ▲ 63.44% |
| 4 | Amazon | 1.72% | $2.57 | ▲ 56.99% |
| 5 |  Canva | 1.64% | $8.22 | ▲ 506.79% |
| 6 |  Perfetti Van Melle | 1.06% | $5.48 | ▲ 65.27% |
| 7 |  Disney | 1.01% | $6.36 | ▼ 32.75% |
| 8 |  Ford | 1.01% | $3.24 | ▼ 43.71% |
| 9 |  Fandango | 0.93% | $8.03 | ▲ 53.70% |
| 10 |  Microsoft | 0.75% | $3.46 | ▼ 27.99% |
Canva launched a brand campaign titled “Put Imagination to Work” in the U.S., featuring three brand films that show how its platform helps professionals turn ideas into real results.
Perfetti Van Melle revived its “head inflation” concept for its Airheads candy brand, creating videos such as “Inflate Off”, “Oh Snap”, “Pumped Up”, and “Grandpa Likes ‘Em”.
Fandango ran a “Stream To Scream” Halloween commercial for its “Fandango At Home” service.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 39.14% | $2.38 | ▼ 25.60% |
| 2 | Magnite | 10.22% | $3.90 | ▲ 2.29% |
| 3 | Index Exchange | 8.49% | $4.43 | ▲ 19.35% |
| 4 | A9 | 6.80% | $4.72 | ▼ 30.64% |
| 5 |  Undertone | 4.95% | $7.81 | ▼ 6.48% |
| 6 |  Xandr | 1.86% | $5.95 | ▼ 35.20% |
| 7 | TripleLift | 1.85% | $2.56 | ▼ 10.47% |
| 8 | PubMatic | 1.79% | $4.53 | ▼ 9.10% |
| 9 |  Primis | 1.34% | $4.92 | ▼ 14.57% |
| 10 |  Connatix | 1.25% | $1.97 | ▲ 18.04% |
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