Ad Refresh – Industry Benchmarking:
Publishers frequently use ad refresh to capitalize on higher user engagement on a page, allowing them to generate more inventory. However, this practice can sometimes impact CPM, as refreshed impressions often have lower CPMs compared to the first impressions on a page. To better understand this difference, we’ve collected and anonymized data from various publishers who have implemented Ad refresh. Here is a summary:
- Refresh CPMs are 23% lower than non-refresh CPMs, but publishers are able to generate 40% more inventory with refresh, resulting in a net positive revenue.
- Prebid is filling a significant portion of the refreshed inventory with competitive CPMs, outperforming other integrations, likely due to publishers utilizing bid caching for refreshed ads.
- TAM and EBDA have lower volumes in refreshed inventory but maintain strong CPMs, with only a 10% and 2% difference, respectively.
- The refresh count graph clearly shows that CPMs tend to decrease as the refresh count increases. The drop in CPM is quite significant up until the 5th refresh, but beyond that point, the decline levels off, with little further decrease up to the 10th refresh.
Here is a case study – CPM gaps on refreshed inventory and an Article – Ad Refresh mazimizing revenue for publishers to help you optimize and maximize your revenue with the help of Ad refresh
Benchmarking Methodology:
The DataBeat’s Programmatic Trends Report for July 2024 is based on an analysis of anonymized data gathered from various industry partners within the DataBeat network. In this report, we examined the performance of programmatic advertising demand in the United States for July 2024, comparing it to both June 2024 and July 2023 performances.
Key Highlights:
CPMs have experienced a significant decline, dropping nearly 15% MoM and 8.5% YoY. The primary driver behind this steep decline is Video CPMs, which have plummeted by 28% MoM and 34% YoY. In contrast, Display CPMs saw a more modest decrease of 6% MoM and 3% YoY, which is due to the quarter change.
CPMs were stronger in Q1 of this year compared to 2023, but the gap has been narrowing since then. By July, CPMs have dropped significantly, with a 15% decline from June to July this year, compared to only a 5% drop during the same period in 2023. Have you noticed similar drops this year for your businesses?
Media Trends:
Video CPMs have been on a downward trend throughout the year, with consistent drops in performance observed both MoM and YoY which could be due to changes to IAB guidelines toward video inventory and Google is still trying to adapt to these changes
- In Display, Appnexus stands out as the only major SSP with a CPM increase of 7% both MoM and YoY, while most other SSPs experienced a decline.
- In Video, all SSPs saw a decline in CPMs, with Connatix experiencing the most significant drop of 30% MoM and 40% YoY.
Device Trends:
- Mobile CPMs declined by 15% MoM and 13% YoY, while Desktop CPMs saw smaller drops of 10% MoM and 7% YoY. Tablets experienced the most significant decrease, with a 23% drop in MoM and 11% YoY.
- Interestingly, while CPMs fell, Fill rates dropped more sharply on Desktop, with a 12% MoM and 23% YoY decrease, compared to Mobile, which only saw a 3% MoM decline.
Programmatic Integrations Trends:
- AdX continues to dominate the programmatic space with a 45% share, yet its CPMs have dropped by more than 20% both MoM and YoY, unlike other integrations. This decline is attributed to AdX’s higher video share.
- Triplelift remains the top Prebid SSP in terms of volume, despite experiencing a significant CPM drop of 20% MoM and 17% YoY which is high when compared to most other SSPs.
- Rubicon’s top rank has declined across several formats as other SSPs, like Triplelift and Index Exchange, gained more volume share in July.
- Yieldmo and InMobi climbed into the top 10 rankings, driven by the addition of new direct connections, as highlighted in our August Sellers Report.
Top AdX Advertiser’s & Bidder’s:
Among Advertisers, Lenovo rose through 35 ranks and stood at the 6th position Interestingly, Lenovo Q1 revenue jumped by 20% and beats estimates as AI demand fuels the PC market rebound.
