Programmatic display benchmarks

DV360, The Trade Desk, Xandr, Yahoo. ToF and retargeting workhorse. Inventory quality varies widely — placement curation matters more than CPM optimization.

Share of digital ad spend: ~10% of US digital ad spend (2026)

Channel snapshot

Avg CPM $3–14. CTR 0.2–0.7%. Best for retargeting + Connected TV adjacency.

How to operate this channel

Operator playbook

Use private marketplaces (PMPs) for brand-safe inventory.
Layer 3rd-party measurement (DoubleVerify, IAS) for viewability and IVT.
Display works as retargeting reinforcement — rarely as primary acquisition.
Frequency-cap aggressively; runaway frequency drives MER decline.
Use lookalikes from purchaser CRM, not pixel audiences alone.

Platforms in this channel

Google Display NetworkPlatform deep-dive

Want to model your spend in this channel? Use the CPM calculator, ROAS calculator, and budget allocator to plan allocation.

How to read these benchmarks

These Programmatic display numbers are medians and spreads - your mileage varies by offer and creative. a result inside the range usually means the constraint is elsewhere - offer, landing experience, or measurement - while a result well outside it points straight at targeting, creative, or bid strategy. Compare like with like - same funnel stage, same objective, same season - because a top-of-funnel number judged against a bottom-of-funnel benchmark will always mislead.

How to use this page. Find the funnel stage you are buying, read the range, and calculate the gap to your live numbers. Model the revenue impact of closing that gap with the break-even ROAS and CAC payback calculators, then pressure-test the plan against the full 2026 benchmarks compendium.

Sourcing. Ranges are RGM's 2026 synthesis of platform-reported figures and aggregated account data, expressed as medians and typical spreads rather than single points. They move with season, auction pressure, and creative quality, so re-check them each quarter.