Marketers across five leading verticals all allocated more than 50% of video impression share to connected TV (CTV), according to a 2021 Innovid report, illustrating CTV’s position as a mainstream way of consuming content.

But if AI programs scrub existing sites and take away their impressions and ad revenues, the content’s publisher may be forced to shut down, making that—and future—content unavailable to scrub, Santos warned. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Programmatic CTV also gives marketers insights they can use to optimize campaigns—with access to data on impressions, clicks, and conversions, they can adjust strategies in real time. Combine this data with performance-optimized technology that can deliver measurable outcomes, and CTV advertisers have the power to refine campaigns and make them soar past the finish line. Partnering up for success.

US Instagram ad impressions are split mostly between two formats. For the US clients of performance marketing firm Tinuiti, 47.0% of impressions came from the feed and 42.0% from Stories in Q4 2021.

Ad strategy is vital for podcasts, where listeners don’t necessarily click ads but commercials can still leave an impression. Here’s what marketers need to know when they think about podcasting and digital audio at large.

But advertisers don’t just need to know if ads are getting impressions—they need to know if the people seeing those ads are actually engaged. “​​Programmatic pathways are being configured to handle attention,” wrote our analyst Evelyn Mitchell-Wolf in our Attention Metrics 2023 report. “Attention metrics have moved beyond consumer research into real-time bidding strategies.

Despite anemic user growth, ad impressions are plentiful and affordable. But advertisers are still trying to figure out how to respond to the platforms’ moves through a post-AppTrackingTransparency (ATT) world, where measurement remains a challenge. Key Question: Where is the bottom for the CPMs across social platforms?

For impressions and CPMs data on major streaming services, please subscribe to our Industry KPIs. The rate that streaming services convert new users to advertising plans also varies considerably. The ability of streaming services to translate usage into ad revenues is highly dependent on how many users opt for ad plans.

Advertisers can’t reconcile measurement across platforms and channels unless there’s a common base unit—say, an impression—with consistent methodology within a particular medium. The MRC has had standards in place for measuring static display, video, and audio ad impressions for years, but in some cases—podcasts, for example—content delivery complicates impression measurement.

“Made for advertising” (MFA) sites are low-quality websites that use SEO or social media to farm clicks and generate a high number of impressions. They are made for advertisements—not for humans—so they offer little to no value or hide answers beneath heaps of ads.

Retail media was the fastest-growing digital ad channel worldwidein Q3 2022, with retail media spend increasing 45% versus a year ago, according to Skai. It also gave advertisers more bang for their buck with impressions up 61% and costs per click down 12% year over year.

Cryptocurrency needs to fix its public relations problem: Visa’s study of the five types of crypto-aware consumers suggests negative impressions of cryptocurrency could be the default before they become more informed.

“Those [MFA] publishers can afford to disregard the poor user experience,” Mitchell-Wolf said, “and ad tech providers get a cut of the transaction regardless of impression quality.”. Machine learning will enable improved targeting, measurement, and analytics, democratizing insights for better decision-making.

For growth marketers, TV advertising is a logical path forward, offering massive reach, efficiency, and returns. A typical campaign investment of $150,000 may deliver over 30 million impressions and reach upwards of 15 million people.

About half of observed impressions have a cost per thousand (CPM) of $3 or less, according to the ANA, suggesting that most advertisers prioritize cost over value. Any advertiser with average CPMs that low would be wise to examine the kinds of ad placements they’re purchasing. Odds are, rock-bottom CPMs get bottom-of-the-barrel inventory that’s unlikely to drive meaningful business outcomes.

Ad tech providers get a cut of the transaction regardless of impression quality. And when a brand is promised low costs per thousand (CPMs), chances are high that MFA or other low-quality inventory is used to deflate average costs. Even high-quality publishers face an existential threat in AI. They’re already seeing less traffic from social media, according to data from Similarweb cited by Axios. 

Melinda Han Williams, chief data scientist at Dstillery, told us, “That’s the direction we’re going in with ID-free targeting: the ability to infer which impressions are the most valuable to a specific brand based on available inventory signals.”

First impressions early in the customer journey will be key to winning these younger customers. Executive Summary. Gen Z is banks’ biggest customer acquisition opportunity, but its customer journey is very different than older generations’. Our inaugural study of 1,488 US banking consumers pinpoints what makes Gen Zers’ discovery and consideration habits unique—to help banks win them over.

Increased ad impressions means more transactions on those ads. Those transactions offer more data for retail networks. More data drives more efficient ad targeting. Better ad targeting means advertisers build better relationships with retail media networks and are willing to spend more. Most retail media ad spend is being driven by Amazon.

Our KPIs include CPM and impressions data for Netflix, Disney+, Hulu, Peacock, and YouTube. Our forecast covers average prices for broad targets. What individual advertisers pay in their connected TV (CTV) campaigns will vary due to how precise their audience targets are, which content they advertise against, and other factors. When ad tiers launch, prices start high before incrementally declining.

“You can push toward specific search impression share, click share, and so on.”. Once there’s a solid foundation of data, marketers can add Performance Max campaigns to the mix for a full-funnel effect. “A true Performance Max campaign is a full-funnel campaign that combines that search and shopping with display,” said Ani.

Impressions were up 31% YoY in Q3, with ad prices down 6% YoY. New ad formats are taking a bigger bite out of Feed’s share. Feed ads continue to deliver the lion’s share of Meta’s global ad revenues. But the new ad formats Meta’s launched, combined with its continued focus on Reels and Stories, have changed our expectation about Feed’s share of Meta’s ad revenues worldwide.

They take a fee from every transaction, regardless of the quality of the impression, and MFA websites represent an important revenue stream for those SSPs. The issue though, it isn't about low-quality inventory existing, that has always been true, the issue is about transparency.

Ad tech providers get a cut of the transaction regardless of impression quality. And when a brand is promised low costs per thousand (CPMs), chances are high that MFA or other low-quality inventory is used to deflate average costs. Even high-quality publishers face an existential threat in AI. They’re already seeing less traffic from social media, according to data from Similarweb cited by Axios.