Good CPM News To Start The New Year

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The New Year's CPM Story

It looks like CPMs were just as excited for the New Year as we all were. While we observed the expected New Year CPM drop, the decline on January 1, 2021 wasn’t as great as last year’s. Overall, while CPMs were down through the first few days of January, they began to increase January 4th, over a week earlier than last year. While we only have 5 days worth of data, if this trend continues, healthy CPMs may return sooner than they did in 2020.

January CPMs On The Rise

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At A Glance: 

  • CPMs saw a 17% D/D decline on January 1, 2021 vs the 21% drop in 2020. 

  • After increasing over the last 2 days, January 5th CPMs were up 7% YoY. It had taken until the 2nd week in January 2020 to hit that CPM. A good sign if this trend continues.

Coming Up:

We are excited to share a new cut of data in the next couple of weeks breaking out the Top 50 Advertisers spending via PG, vs Open Market and Private Auction. This will help enable you and your teams to identify:

  • Which advertisers/categories are spending more in PG/PD than OM?

  • Which advertisers aren’t in the OM or abandoned OM to focus on PG/PD?

  • Which advertisers don’t do PG?

  • What CPMs are advertisers paying per transaction type?

You will be able to see the breakout of these transaction types in your Advertiser Benchmarking Dashboards by the end of this week. Reach out to your Account Managers with any questions.