2025 Reset: Digital Trends To Act On Now
What the Data Tells Us About Buyer Behavior To Turn Insight Into Advantage in H2
Here’s How Publishers Can Capture Growth in H2.
Executive Snapshot
The first half of 2025 was overshadowed by economic and political uncertainty that affected both audiences and advertisers. Consumers are changing their spending habits based on inflation and a tumultuous market, which makes advertisers more skittish. At the same time, tariffs are increasing the cost of goods and changing supply chain and pricing dynamics.
All of these factors are causing media buyers to rethink their media buying strategies. They are less inclined to spend on locked-in placements, are looking for more targeting and flexibility and are chasing lower CPMs wherever they can find them.
This new advertiser paradigm has created several major trends so far in 2025.
Top Trends from 2025
CTV CPMs Drop
A surge of impressions, particularly in CTV, has pushed CPMs down. Compared to H1 2024, private CTV CPMs dropped 14% and open dropped 8%. The glut of supply, paired with tariff-driven advertiser caution, has created new pricing dynamics.
Private and Open CPMs Reach Parity
Once a clear premium, private marketplace CPMs are now at near parity with open auction. Buyers are increasingly prioritizing flexibility and cost over certainty, changing how “premium” is defined.
Audiences Drive CPMs
Mobile, desktop, and CTV CPMs are now nearly identical in private deals. Buyers are paying for who they reach, not where they reach them. Audience-driven buying is eclipsing screen-driven pricing.
Industries Split on Private Vs Ope
Verticals exposed to tariffs (Auto, Consumer Electronics, Pharma) are leaning into private deals for stability, while elastic categories (CPG, QSR, Travel) are scooping up undervalued impressions in open markets.
Looking Ahead to Q4
Q4 is expected to be competitive, but not guaranteed to deliver the rebound many publishers are hoping for. Last year’s election cycle drove record spending, which will not repeat in 2025. At the same time, CTV inventory continues to rise, tariffs remain volatile, and advertisers are approaching commitments with caution.
To win budgets in this environment, publishers will need to lean into:
- Flexibility — Advertisers want the ability to pivot quickly. Offering options to adjust budgets, pacing, or targeting mid-flight will make private deals more attractive.
- Precision — With CPMs leveling across screens, publishers need to differentiate through better audience packaging, guarantees, and cross-screen frequency management.
- Value — Buyers expect transparency on outcomes. Clearer attribution and performance measurement are key to proving ROI and justifying spend.
- Creativity — Advertisers are experimenting with new formats. AI-driven, interactive, and high-impact CTV creative can capture attention and command stronger demand.
Download the full report to explore industry-level shifts, CPM movement by channel, and strategies publishers can use to capture spend in Q4. See where advertisers are placing their bets and how publishers can get ahead.
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