September AdTech Roundup: Key Highlights, Latest Trends & Upcoming Webinar!

Market Shakers:

The changes in ads.txt lines are greater compared to the previous months. Here are some top SSPs that continue to gain significant advantages and are moving in a positive direction.

STN video: Recently announced their Enhanced Online Video Platform (OVP) for Publishers, leveraging tech capabilities of new parent company, Minute Media, which brought them a substantial number of new connections.

As observed in recent months, there has been a continuous improvement in the number of new direct entries for SSPs like Sharethrough, Conversant, and AdsWizz. Additionally, the acquisition of Sharethrough by Equativ is expected to have a significant impact in this area.

Publisher Trends Report For September:

CPMs experienced a solid growth of 5.8% MoM and 4.7% YoY. Display CPMs followed a similar upward trend, while Video CPMs saw a notable 8% MoM increase, though they remain down by 8% YoY. Are you seeing similar trends in your data?

With less than a month to go before the U.S. presidential elections, CPMs are expected to surge, aligning with the typical Q4 upward trend. This is also an ideal time for publishers to review their political ad blocks and update their UPR flooring strategy, testing adjustments to capitalize on the increased demand during this period.

Change in CPMs with Viewability Buckets:

For September's theme, we examined how CPMs fluctuate based on different viewability ranges. We divided viewability into 10 buckets, each representing a 10% range from 0% to 100%. Using a base CPM of $1 for the 0-10% bucket, we tracked changes in CPMs as viewability increased while progressing through the buckets.

Our research uncovered some intriguing insights:

• Limited Growth in CPMs has been observed in the initial 5 Buckets, except for the 11-20% range, where CPMs are 19% higher compared to the lowest bucket.

• CPMs are nearly 30% higher in the 51-60% viewability bucket compared to the previous bucket, indicating that advertisers typically need at least 50% viewability to bid more competitively.

• Slight changes has been observed when moving to the 61-70% viewability bucket, which implies that strategies to increase viewability from 51-60% to 61-70% through lazy loading or adjusting ad positions might not yield substantial revenue upticks.

• CPMs rise once again when viewability exceeds 70%, as most advertiser deals typically target for 70-80% viewability. However, CPMs drop by 10% in the >90% bucket, as lower-CPM ad units (such as adhesion units) tend to dominate this range.

Explore the full insights here.

AdTech Tool of the month

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