PROGRAMMATIC GUARANTEED IS A CURRENT BRIGHT SPOT
December 19, 2022: In times of uncertainty, advertisers look for guarantees. We saw clear evidence of this trend when advertisers returned to the market after Covid in late 2020 and 2021. With the market in flux now, we are seeing Programmatic Guaranteed and Private Auction/Preferred Deal CPMs growing 7x faster than those in the Open Market.
From January to halfway through Q4 this year, PG CPMs were 15% above 2021, and Private/PD CPMs almost 10% above last year. Comparatively, Open CPMS were down almost 10% from last year during that time frame. The only bright spot being Amazon Prime day(s) in July and early October -- which were the best thing to happen to publishers all year.
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