Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Web publishers are fighting over a pie that is barely growing

From 2014 to 2021, spending on non-video programmatic digital display ads in the US had compound annual growth of 27.3%. In 2022, that screeched to a halt, and spending actually declined 2.7%. In 2023, it will effectively be flat at $58.49 billion.

Even though advertisers’ preference for video keeps growing, most publishers remain heavily reliant on banner ads.

  • 81% of the impressions sold in Q1 2023 were banners. Even though advertisers are increasingly focused on video, much of what’s available for sale—and much of the real estate on web publishers’ properties—is banners, according to the Association of National Advertisers (ANA).
  • Most banners command low prices. The same ANA report found 50% of the display inventory available in the open market has a cost per thousand (CPM) under $3—the average price was $2.66. For comparison, desktop video CPMs start at $5, and terrestrial radio ad CPMs start at $4.
  • This slowdown has helped drive record numbers of media layoffs. The consulting firm Challenger, Gray & Christmas, which tracks the employment across several sectors including media, said media companies had announced more than 17,000 job cuts through the first four months of 2023. That’s the highest number ever recorded by the firm.