Programmatic Barometer: H1 2025 Review (Alliance Digitale / Adomik)

Summary

• Display investments fell 12.2% in H1 2025 versus H1 2024, with CPM down 12.9% and impressions up 0.7%.p.8
• The downward trend in display investments has accelerated since 2021.p.9
• 68% of display investments are made on mobile web and app.p.13
• Open auction represents 83% of programmatic display purchases and fell 9%, while guaranteed programmatic display fell 30%.p.18
• Digital audio investments rose 23.4%, with CPM down 4.6% and impressions up 29.4%.p.24
• 74% of digital audio investments are made on apps.p.28
• Instream video outside SVOD, AVOD and BVOD fell 13.2% in investments, with CPM down 6% and impressions down 7.6%.p.34

Key insights

1. All display formats are impacted by the investment decline except native ads.p.11
2. Temu remains first in programmatic display.p.22
3. Mobile app generates the best display CPMs.p.17
4. Guaranteed programmatic gets the best display CPMs.p.21
5. In video, 77% of investments are made on mobile web.p.37
6. Video deal CPMs are twice as high as open CPMs.p.41