State of Digital Advertising Benchmarking 1H 2023 Report
Programmatic Insights To Surface Revenue Opportunities Now
As the digital publishing landscape contends with uncertainty and undergoes a transformative evolution, benchmarking data provides the clearest visibility into actionable market intelligence that can help drive growth for your business.
This report provides 1H’23 insights from our Industry & Advertiser Benchmarking data, with key market trends to help you identify revenue opportunities right now.
Publishers are dealing with the following changes in the market going into 2H 2023 and 2024:
- Low Overall CPMs, Display, Open video Open CTV CPMs were down in 1H2023. The bright spot so far this year are preferred deal CPMs.
- Move to Private Sales Channels, In 2022, the majority of CTV revenue was sold on private channels for the first time, and that trend only increased in 2023. What’s more, 2023 was the first year that revenue share for video impressions on private channels also surpassed the 50% mark.
- Price Gap Between Identified and Anonymous Users, with a 3X premium for identified users on Chrome, which could collapse without a solid identity strategy when Chrome turns off third party cookies.
Additionally, a supplemental report with expanded data and analysis is available upon request. Reach out to marketing@operative.com for a copy.
Complete the form to download the report!
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