Display/Programmatic KPIs.

Industry average benchmarks for display & programmatic ads

Per Insider Intelligence, display advertising will account for 56% of digital advertising dollars worldwide in 2022. As they grow in size and share, display and social advertising are becoming increasingly complex.

While some advertising—largely premium buys—still runs on sites where there are direct relationships between advertiser and publisher, programmatic advertising, or algorithmically driven ads placed based upon audience and contextual relevance and “always on” bidding between advertisers, is expected, per Insider Intelligence, to account for 90% of US display ad spending in 2022.

This model, however, came with a lack of transparency that required development of a new breed of tech company, able to detect programmatic ads that weren’t delivered to specifications. Compounding these challenges, changes by Google, Meta, and Apple are forcing advertisers to develop new approaches to targeting and collection of data in the interest of consumer privacy—or more cynically, in the interest of creating competitive barriers.

Insider Intelligence KPIs

Why These KPIs Matter

In short, the display and social advertising world is larger, more complex, and more important than ever before. Benchmarks that allow advertisers to compare their own KPIs with the industry are critical to ensure that opportunities aren’t being missed and that resources are allocated properly.

List of Available Display/Programmatic KPIs
MetricKPI SourceData slicesCadenceGeography
Display ad viewabilityIASDesktop vs. mobile and video vs. displaySemiannualWorldwide, by country/region
Display ad brand riskIASDesktop vs. mobile and video vs. displaySemiannualWorldwide, by country/region
Active page dwell timeMoatDesktop vs. mobile webQuarterlyWorldwide, by country/region
Fully on screen ratesMoatDesktop vs. mobile vs. mobile in-appQuarterlyWorldwide, by country/region
In-view ratesMoatDesktop vs. mobile vs. mobile in-appQuarterlyWorldwide, by country/region
Scroll ratesMoatDesktop vs. mobile vs. mobile in-appQuarterlyWorldwide, by country/region
In-view timeMoatDesktop vs. mobile vs. mobile in-appQuarterlyWorldwide, by country/region
Display ad CPC growthTinuitiAmazon vs. Google, by retail categoryQuarterlyUS
Display click growthTinuitiBy ad platformQuarterlyUS
Ad spend growthPubmaticBy industryQuarterlyWorldwide

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