This month’s analysis examines the relationship between creative load time (CLT) and ad viewability, where slower-loading ads often appear to perform better. The effect, however, is not driven by load time itself but by creative type, placement quality, and user interaction. While heavier formats like video and rich media are linked to higher viewability, slow ads ultimately harm user experience, lowering click-through rates and conversions. The analysis draws on device-level patterns, cross-device trends, and non-viewability drivers to provide a clearer view of where performance challenges originate and how to optimize delivery strategies.
Report Overview:
The DataBeat Programmatic Trends Report for July 2025 analyzes anonymized data from industry partners within the DataBeat network, focusing on programmatic advertising trends in the U.S. This report provides a detailed comparison of July 2025’s performance against both June 2025 and July 2024, offering insights into month-over-month and year-over-year changes.
Key Highlights:
- MoM, Display CPMs decreased by 0.5%, Video CPMs decreased by 6%, resulting in a 3% decrease in overall CPM.
- YoY, Display CPMs declined by 27% and Video CPMs decreased by 21%, leading to an overall CPM decrease of 22%.
CPMs in July 2025 showed a decline compared to July 2024. July often experiences softer performance due to mid-year budget resets and seasonal factors, and when viewed more broadly, the month generally trends lower than the preceding Q2 period. Recovery typically starts as Q3 progresses, with August and September bringing stronger demand. At a half-year level, H2 has historically delivered higher CPMs, supported by back-to-school, festive, and year-end advertising activity. This indicates that while July reflects a dip, the coming months may present opportunities for recovery if seasonal trends remain consistent.
To mitigate the impact and drive recovery, publishers should focus on diversifying demand sources, optimizing floor prices, and leveraging header bidding to increase competition. Additionally, exploring high-performing ad formats and strengthening direct deals can help stabilize revenue in the coming months.
