Display/Programmatic KPIs.
Industry average benchmarks for display & programmatic ads
Per EMARKETER, display advertising will account for nearly 58% of global digital ad spending in 2027 underscoring its continued dominance as both video and social advertising grow in scale and complexity.
While some advertising—largely premium buys –continues to run through direct relationships between advertisers and publishers, 96% of US display advertising will be programmatic in 2027. Algorithmically driven, “always-on” buying based on audience and contextual relevance accounts for the vast majority of display ad spend, reflecting advertisers’ growing reliance on automated, performance-oriented media strategies.
This model, however, came with a lack of transparency that required development of a new breed of tech company, able to detect programmatic ads that weren’t delivered to specifications. Compounding these challenges, changes by Google, Meta, and Apple are forcing advertisers to develop new approaches to targeting and collection of data in the interest of consumer privacy—or more cynically, in the interest of creating competitive barriers.
Why These KPIs Matter
In short, the display and social advertising world is larger, more complex, and more important than ever before. Benchmarks that allow advertisers to compare their own KPIs with the industry are critical to ensure that opportunities aren’t being missed and that resources are allocated properly.
List of Available Display/Programmatic KPIs
| Metric | KPI Source | Data slices | Cadence | Geography |
|---|---|---|---|---|
| Return on ad spend (ROAS) | EM Forecast | By platform and by channel | Quarterly | US |
| Attention metric (AU) | Adelaide | By channel and platform | Quarterly | Worldwide |
| Average monthly podcast ad spend growth | Magellan AI | By campaign objective | Quarterly | US |
| Average podcast ad length | Magellan AI | Overall | Quarterly | US |
| Average podcast ad load | Magellan AI | By episode length, by genre, overall | Quarterly | US |
| Average podcast ad spend per new brand advertiser | Magellan AI | Overall | Quarterly | US |
| Average podcast and simulcast advertiser renewal rate | Magellan AI | By campaign objective | Quarterly | US |
| Display ad click growth | Tinuiti | By platform | Quarterly | US |
| Display ad CPC growth | Tinuiti | By platform and retail product | Quarterly | US |
| Display ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad CPM growth | Tinuiti | By platform | Quarterly | US |
| Display ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad spend growth | Tinuiti | By platform | Quarterly | US |
| Mobile ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Programmatic ad cost per impression (CPM) | EMARKETER | Overall display channel | Quarterly | US |
| Programmatic ad cost per impression (CPM) growth | EMARKETER | Overall display channel | Quarterly | US |
| Programmatic ad spend growth | PubMatic | By industry | Quarterly | Worldwide |
| Programmatic ad view composition | FreeWheel | By country and device | Semiannual | US, Europe |
| Programmatic ad view growth | FreeWheel | Overall | Semiannual | US, Europe |
| New podcast brand advertisers | Magellan AI | By genre, by industry, overall | Quarterly | US |
| Percent reach | Comscore | By industry and age | Quarterly | US |
| Podcast ad spend | Magellan AI | By industry, by show rank | Quarterly | US |
| Podcast ad spend growth | Magellan AI | Overall | Quarterly | US |
| Share of average monthly podcast ad spend | Magellan AI | By campaign objective | Quarterly | US |
| Share of podcast ad | Magellan AI | By ad length, by ad position | Quarterly | US |
| Share of podcast ad spend | Magellan AI | By show rank | Quarterly | US |
| Share of podcast and simulcast ad airtime | Magellan AI | Overall | Quarterly | US |
| Share of podcast and simulcast host read ads | Magellan AI | Overall | Quarterly | US |
| Share of podcast episodes | Magellan AI | By advertiser count | Quarterly | US |
| Single advertiser podcast ad count | Magellan AI | Overall | Quarterly | US |
| Unique visitors | Comscore | By industry and age | Quarterly | US |
| Video ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
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