Commentary

Dueling Forecasts Reveal Programmatic Dominating Digital Ad Marketplace

Two out of every three digital display ad dollars are now bought programmatically, according to the latest update from the media market forecasting team at Publicis Media’s Zenith. The agency’s just-released 2019 Programmatic Marketing Forecasts projects that 69.2% of the $322.6 million global display ad marketplace will be bought programmatically …

2 comments about "Dueling Forecasts Reveal Programmatic Dominating Digital Ad Marketplace".
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  1. Ed Papazian from Media Dynamics Inc, November 25, 2019 at 10:17 a.m.

    Joe, I wonder what the explanation for some of these CPM variations is?For, example, in 2016 the average CPM for  digital video was$10.76.  In 2017 it suddenly jumped to $21.64 but tumbled down to $12.33 in 2018. I also wonder what percent of video ad dollars are handled by programmatic buys? I assume that it's a lot less than the display feiures cited.

  2. Matt Collins from Simulmedia, November 26, 2019 at 9:20 a.m.

    2017's CPCs also look off, with the overall CPC jumping to $6.43 from $0.93 in 2016, before falling to $1.60 in 2018.

    These averages also conceal what is undoubtedly quite a bit of variance. For example, a company that sells a high cost item, e.g. Peloton, would expect higher CPx than a company selling something that costs much less, e.g. Quip toothbrushes.

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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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