Apex Campaign Highlights

In October 2024, Apex executed ~140 programmatic display and video campaigns. As we get closer to the Nov. 5 US Presidential election we are seeing a rise in CPMs across all programmatic channels. Particularly in CTV, October average CPM is now up to $29 from $24 in September. This is due partly to the election cycle but is also expected as we switch to more premium Connected TV inventory. Sharing below average CPMs by channel to assist with planning. As always, reach out to your Apex contacts with any questions!

Average CPM By Channel for October:

Display: $2.76
OLV (online video): $3.12
CTV: $29.25
Mobile Web: $3.04
Mobile App: $1.89
Native Display: $2.72

Industry Updates

ICYMI: The second antitrust case against Google by the Department of Justice (DOJ) has concluded its trial and is expected to result in a final verdict early next year. The lawsuit alleges that Google holds a virtual monopoly within the ad tech industry allowing it to engage in anti-competitive behaviors. (Digiday)

Google stands accused of leveraging their dominance to force publishers on the supply side to favor Google’s ad exchange (AdX) while simultaneously rigging their demand-side platform DV360 to funnel demand towards AdX and away from 3rd party exchanges. Such anti-competitive behaviors have ultimately resulted in stagnant innovation, increased costs for advertisers and dwindling revenues for publishers. Should the DOJ find Google guilty, potential remedies include hefty fines, regulatory restrictions, and forced divestments from its advertising business. This prospect has sparked apprehension among marketers. Some fear losing access to Google's advertising platform's convenience and affordability. However, others view a potential Google breakup as an opportunity for innovation and growth within the industry as more companies compete for a slice of the pie. The future ultimately remains unclear as Google has indicated its intent to appeal any unfavorable verdict, potentially delaying the process for several years.

More Industry Headlines

Programmatic Advertising’s Final Frontier Is Linear TV. Publishers are bringing the set-top box into the programmatic universe, giving programmatic buyers access to largely untapped audiences and new stores of premium inventory. (AdExchanger)
Zeta Global Acquires LiveIntent for $250M. Zeta Global said the integration of more than 235 million unique hashed email addresses per month from LiveIntent’s identity graph into its data cloud will bolster its identity resolution solutions. (AdWeek)
Spotify launching an ad exchange, will partner with The Trade Desk. (Axios)

Apex Innovation

Wish you had more control over your YouTube campaigns? Consider letting Apex manage them for you. Benefits of buying Youtube via Apex include cross-channel frequency capping, extensive reach across other programmatic exchanges, advanced audience targeting through 3P partnerships, floodlight targeting and attribution, and a full range of Youtube Ad formats and programmatic deal types.

This email is for AGM employees only; please do not forward it outside of the agency. If you would like to recommend or test Apex for a client, please reach out to the Apex team (Apex@alliedglobalmarketing.com) and we will work with you on targeted client-facing materials.