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- August AdTech Roundup: Key Highlights and Trends
August AdTech Roundup: Key Highlights and Trends

- DATABEAT INSIGHT SERIES…
Hey DataBeat Community,
We are thrilled to bring you the latest edition of the DataBeat Insight Series—your ultimate resource for staying ahead in AdTech. This month’s edition is packed with essential insights on publisher CPMs, SSP trends, ad refresh rates, ad density, and privacy-compliant targeting tools.
Thank you for being a part of the DataBeat community!
CPMs have seen a sharp decline, with Video CPMs dropping 36% YoY and remaining consistent month-over-month. Display CPMs showed a slight improvement MoM but are still down 7.7% YoY. Interestingly, OpenX demonstrated resilience in the Video CPM market, with only a 4% YoY decline, while most other SSPs, such as Connatix, experienced more significant drops. The ongoing adjustments to IAB video inventory guidelines and Google’s updates to these standards likely continue to impact video CPM performance.
Browser-Level Insights:
In today’s digital advertising landscape, understanding browser-level CPMs is key for publishers to maximize revenue. Google Chrome continues to lead on mobile with a 53% share, commanding higher CPMs due to its support for cookies and better targeting capabilities. In contrast, Safari, with a 47% share, sees CPMs 47% lower because of its privacy-focused, cookie-restrictive environment. This presents opportunities for publishers to adjust their ad placement strategies across different browsers to maximize returns.
On desktop, Chrome holds a 61% share, followed by Safari and Microsoft Edge with 17% each. Interestingly, the CPM gap on desktop is only 11% between Chrome and other browsers, pointing to more consistent performance compared to mobile environments.
Media & Device Trends:
Mobile CPMs have dropped by 14% year-over-year, while Desktop CPMs saw a smaller 4% decline and even posted a 4% month-over-month increase. CTV continues its growth, with an 11.7% rise in CPMs month-over-month, driven by SSPs like Telaria and Connatix.
Programmatic Integrations & AdX Advertisers:
AdX holds a 41% share in the programmatic space, though its CPMs have fallen by 27% year-over-year, largely due to its video inventory. Meanwhile, brands like Schottenstein Stores and Louis Vuitton have seen remarkable CPM growth, with Schottenstein rising to 3rd place in AdX rankings with a CPM of $11.23, up 1204% month-over-month.
Find the complete set of insights here.
Sellers Report – September 2024
Ads.txt Lines:
In September 2024, the addition of 75,411 new ads.txt lines and the removal of 77,049 existing lines resulted in a net change of over -1,600+ lines. MOM, the consistent negative net change in ads.txt entries signals a warning for SSPs, as publishers are actively removing entries of underperforming partners. To stay competitive, SSPs should focus on optimizing their publisher’s inventory better.
Market Shakers:
Adswizz continues to lead, gaining traction with publishers due to its programmatic audio inventory, including iHeartRadio and podcasts. She Media also maintained growth, adding new direct connections.
Tier-1, 2, 3 Publishers:
Across different publisher tiers, we saw varied trends. Tier-3 SSPs faced a significant reduction of around 3,000 ads.txt lines, while Tier-1 and Tier-2 publishers recorded steadier changes. Magnite and Adswizz contributed to a noticeable increase in direct connections within Tier-1, adding around 1,000 new connections.
Big Winners:
EMX gained 244 new direct connections last month, while SSPs like Yieldmo, Smaato, Vidazoo, and She Media remain in the top 5 for new connections.
Auction Duplication:
Tier-1 SSPs face challenges with auction duplication, leading to inefficiencies. DataBeat’s CI Tool helps SSPs manage intermediaries, reduce duplication, and improve their green index without sacrificing revenue.
Explore the full insights here.
Articles of the month
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