Privacy Changes May Already Be Impacting Programmatic

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Benchmarks has lost 700M programmatic impressions since January. Where'd they go?

Ahead of next week's iOS 14.5 release from Apple, which includes the deployment of ATT (App Tracking Transparency), we’ve provided Mobile and Desktop CPMs and Impressions as a baseline. We’ll continue to monitor and share updates with you over the next few weeks.

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  • Mobile impressions are down 13% from the start of the year, while Desktop impressions are down 11%.

  • Impact is across transaction types. Private impressions declining from 1% - 6% W/W since week 8, and Open impressions decreasing from 1% - 4% W/W.

  • Over the last 4 weeks, Mobile CPMs have continuously dropped 2% W/W.

  • Questions to consider:

    • Is this due to a change in the news cycle? 

    • Are marketers moving money out of the mobile web in preparation for a cookie-less world?

    • Is mobile inventory being perceived as less effective?