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Channel
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Programmatic display benchmarks
DV360, The Trade Desk, Xandr, Yahoo. ToF and retargeting workhorse. Inventory quality varies widely — placement curation matters more than CPM optimization.
Share of digital ad spend: ~10% of US digital ad spend (2026)
Channel snapshot
Avg CPM $3–14. CTR 0.2–0.7%. Best for retargeting + Connected TV adjacency.
How to operate this channel
Operator playbook
- Use private marketplaces (PMPs) for brand-safe inventory.
- Layer 3rd-party measurement (DoubleVerify, IAS) for viewability and IVT.
- Display works as retargeting reinforcement — rarely as primary acquisition.
- Frequency-cap aggressively; runaway frequency drives MER decline.
- Use lookalikes from purchaser CRM, not pixel audiences alone.
Platforms in this channel
Want to model your spend in this channel? Use the CPM calculator, ROAS calculator, and budget allocator to plan allocation.