Open Auction Benchmarks: September 2025
sales@burtcorp.com
September 2025 Display & Video Benchmarks
Track your performance across the advertising industry and identify high-value opportunities with our curated Programmatic and Direct Benchmarks datasets.
Advertiser budgets ran well ahead of last year in September, led by a 34% year-over-year rise in Video spending. Display and Video CPMs both rose month over month, while Video CPM sat below last year.
- Display CPM up 3% MoM; Video CPM up 6% MoM
- Advertiser spending up 18% (Display) and 34% (Video) year over year
- Standout video growth: one advertiser grew spend over 130% MoM, another over 120%
Display Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  AT&T | 2.85% | $1.77 | ▲ 6.69% |
| 2 |  Amazon | 2.25% | $1.40 | ▲ 14.57% |
| 3 |  Comcast | 1.84% | $1.87 | ▼ 6.86% |
| 4 |  Temu | 1.54% | $1.44 | ▲ 24.76% |
| 5 |  Apple | 1.16% | $0.34 | ▲ 51.22% |
| 6 |  Capital One | 1.04% | $1.80 | ▲ 10.42% |
| 7 |  Best Buy | 0.96% | $2.20 | ▼ 35.93% |
| 8 |  American Express | 0.91% | $1.88 | ▼ 12.63% |
| 9 |  Chevrolet | 0.90% | $2.25 | ▲ 0.35% |
| 10 |  Simple Mobile | 0.85% | $2.91 | ▼ 11.16% |
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 |  Google Ad Manager | 63.26% | $1.38 | ▲ 1.05% |
| 2 |  Magnite | 6.13% | $1.28 | ▲ 16.78% |
| 3 |  Index Exchange | 5.47% | $1.22 | ▲ 1.42% |
| 4 |  TripleLift | 3.79% | $1.07 | ▼ 5.47% |
| 5 |  PubMatic | 3.42% | $1.57 | ▲ 7.08% |
| 6 |  Media.net | 2.69% | $1.15 | ▼ 0.73% |
| 7 |  OpenX | 1.94% | $1.74 | ▲ 6.06% |
| 8 |  A9 | 1.27% | $1.10 | ▲ 0.22% |
| 9 |  Taboola | 1.24% | $1.26 | ▼ 4.57% |
| 10 |  Teads | 0.82% | $1.92 | ▲ 1.57% |
Video Benchmarks
| # | Brand | Share of Voice | CPM | MoM Spending Trend |
|---|---|---|---|---|
| 1 |  Apple | 5.03% | $3.71 | ▲ 133.96% |
| 2 |  Ford | 1.49% | $3.29 | ▼ 19.77% |
| 3 |  Disney | 1.25% | $7.16 | ▲ 121.38% |
| 4 |  Kroger | 1.01% | $11.91 | ▼ 25.47% |
| 5 | Best Buy | 0.97% | $5.91 | ▲ 41.17% |
| 6 | Amazon | 0.92% | $2.38 | ▲ 41.42% |
| 7 |  Dell | 0.91% | $4.11 | ▲ 29.37% |
| 8 |  Microsoft | 0.87% | $15.73 | ▲ 50.55% |
| 9 | Comcast | 0.86% | $4.73 | ▼ 17.42% |
| 10 | AT&T | 0.83% | $4.74 | ▲ 57.92% |
In September 2025, Apple centered its advertising around the iPhone 17 launch, which was officially unveiled during its September 9 keynote event. The company released several product-focused video spots in conjunction with the announcement.
Disney released a short campaign video titled “Get Them Both” on Disney+ social channels in September 2025. The spot promoted Disney’s dual content offerings — emphasizing both family-friendly and blockbuster entertainment available on the platform.
| # | Brand | Share of Voice | CPM | MoM CPM Change |
|---|---|---|---|---|
| 1 | Google Ad Manager | 37.86% | $3.20 | ▲ 21.02% |
| 2 | Magnite | 13.39% | $3.81 | ▼ 13.23% |
| 3 | A9 | 7.67% | $7.13 | ▼ 22.36% |
| 4 | Index Exchange | 7.63% | $3.71 | ▲ 6.38% |
| 5 |  Undertone | 3.07% | $8.35 | ▼ 13.18% |
| 6 |  Xandr | 2.92% | $9.18 | ▲ 9.50% |
| 7 |  Connatix | 2.88% | $1.67 | ▲ 26.38% |
| 8 | PubMatic | 2.22% | $4.98 | ▲ 13.25% |
| 9 | TripleLift | 1.92% | $3.01 | ▲ 35.56% |
| 10 | OpenX | 1.35% | $4.70 | ▲ 8.44% |
Looking for the latest edition? Subscribe to receive next month’s Open Auction Benchmarks before they’re published publicly.