This week, YouTube has rolled out an audio-first ad unit in beta, available via auction on Google platforms, including Google Ads and Digital & Video 360, on a CPM basis. Previously, ads running during music content on YouTube were supported by programmatic video ad buys on YouTube. YouTube US Ad Spending.

Mobile advertising includes ad spending on mobile phones, tablets, and mobile internet-connected devices. Open exchange includes public RTB auctions open to all buyers and sellers; also called an open auction or open marketplace.

That also limits the viability of “eCPM floors” for networks. That is, ad networks have “ad zones” where they’re willing to buy ads, but they stop buying ads when the eCPM goes below a certain level. Facebook already said it will accelerate plans to move away from the waterfall in Facebook Ad Network in response to iOS 14, with all ads filled via bidding by Q2 2021.

B2B digital advertising may appear on desktop/laptop computers, mobile phones, tablets and other internet-connected devices and includes all the various formats of advertising on those platforms; it also includes ads on social media, such as Facebook’s News Feed Ads and LinkedIn’s Sponsored Content.

This approach assumes that the video impression value or CPM across all platforms are close to parity, an issue to be sorted out in buyer-seller negotiations.

Programmatic guaranteed includes upfront commitments to both CPM price and inventory amount secured via programmatic pipes between one buyer and one seller; also called programmatic reserved, forward market or just “upfronts.”. Real-time bidding (RTB) is an auction-based approach used to buy or sell impression-level inventory. Auctions can either be public or private.

It’s a given that marketers are interested in uncovering ways to smartly invest national linear TV ad spend to compensate for price inflation, although 2020 CPMs have dramatically declined. According Philip Inghelbrecht, CEO and co-founder of TV ad agency Tatari, there was about a 40% drop in CPMs among the networks it bought inventory from.

They also noted these advancements are making it easier to transact against key performance indicators (KPIs) and campaign metrics beyond CPMs. Continued emphasis on first- and second-party data.

While header bidding adoption and the shift to first-price auctions initially resulted in a boost to CPMs and open market spending, gains have tapered off as buyers and bidding algorithms have made the necessary adjustments. Private Marketplace Spending.

“Historically, people have gotten such good CPMs from video that even if they have subscription businesses, they keep the video outside of the paywall,” Brightcove’s Green said. “I would expect that video will stay that way as long as the CPMs stay up. It's just when people don't have much scale, they figure they might as well throw it behind their paywall.”.

Both age groups had very little reliance on tablets for internet access, whereas it’s a primary tool for older generations, especially seniors—31% of users ages 65 to 74 and 35% of those 75 and older accessed the internet via tablet, the latter being the highest rate of tablet use in any age group. Daily internet access via smartphones made substantial gains since 2016, according to Cefrio.