Q1 2024 CPMs - display, OLV, CTV
This serves as a update to the CPM numbers in the embedded slide deck from Q2 2022 at the bottom of this article.
Note in the current numbers from Q1 2024, Windows and Mac CPMs appear to be very comparable, but iOS CPMs appear to be about half of the CPMs for Android. These numbers are taken from open exchanges, and the prevailing media plans call for targeting, which uses third party cookies and/or device IDs. This means the majority of the spend is going to Android (mobile) and Chrome (desktop) and far less impressions and ad spend go to iOS and MacIntel. But humans use iPhones and Macs, especially here in the U.S. So this represents a significant opportunity for savvy advertisers to get their ads in front of humans, despite no cookies and device IDs for targeting and attribution. This is advertising after all.
For additional context, look at the CPM numbers below for display, OLV ("online video"), and CTV ("connected TV"). We also have some data from Latin America so it is included for comparison and benchmarking purposes.
Note that the CTV prices appear to be quite low ($6 - $18), compared to the CPMs that real sellers of CTV inventory typically offer their inventory at. See the orange color coding in the bid floor buckets below.
If you want to check the nominal CPM and hCPM of a particular domain or app, see the new feature on the FouAnalytics homepage called Humanness / hCPM and this article for more background. This should help you ballpark the CPMs to pay, so you don't overbid. https://www.dhirubhai.net/pulse/fouanalytics-humanness-hcpm-dr-augustine-fou-xhkue
CPM benchmarks from Q2 2022
??VP Measurement, Addressability & Data Center, IAB | ~30 years in media planning & buying, thought leadership, AdTech, analytics, ad ops and strategy | Former ad agency & brand marketer executive
1 年There’s a reason why iOS CPMs are significantly less and majority of its due to Apple’s iOS ATT. Since there are less data signals from Apple devices and issues with customer attribution and conversion tracking, it’s harder to optimize and bid towards those inventories. If marketers truly want to target Apple iOS devices they have to specifically carve out budget to target it and be ok with the lack of visibility into conversions and do attribution on the “backend” via models and inferred data.
Senior Director of Media Strategy & Planning at Walgreens | ex. Walmart Inc, Sears, Omnicom, Publicis, and a few start ups :)
1 年it's where the meat is