Q4 is holding its strength and the positive signs of growth we saw at the start of Q4 is continuing. There is an average CPM drop of around 35% as the Q4 progresses, but the advertisers are spending more as festive season grows nearer.

The case of low CPM as also showcased via programmatic partners may continue for a while, but with increased user engagement on internet platforms, publishers can stay positive that revenue drop nightmares can soon be history.

INSIGHTS:

• With new product launches such as the iPhone and gaming consoles, we have seen rise in Telecommunication companies such as Verizon, AT&T, etc. and Game Developers such as Electronic Arts & Activision Blizzard advertising more aggressively.

• With Black Friday in the horizon we are seeing Amazon, Walmart & Bestbuy increase their spending. We expect this trend to stay until the thanksgiving.

• DoubleClick Ad Exchange, has shown a drop in revenue which has been compensated by programmatic partners such as OpenX, Rubicon, etc. CPM drop is evident here but revenue is intact as it was last year.



• Below is the table of top advertisers based on spend. Y/Y column compares October 2019 with October 2020 and W/W column compares trend for the last 2 weeks of October 2020.

  

Author
Tejas Potti
Business Analyst, Tercept

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