Key Takeaways:
- No single "global CPM" exists — ranges vary 10x+ between Tier 1 and Tier 3 markets.
- US open auction display CPM: ~$4.50–$6.50 (IAB/PwC revenue ÷ impressions implies ~$5.20 median).
- Western Europe: UK ~$3.50–$4.50, Germany ~$2.80–$4.00 (AdEx Benchmark H1 2024).
- APAC: Australia ~$3.00–$4.50, Japan ~$2.50–$3.80, India ~$0.40–$1.00 (Statista + local reports).
- LatAm: Brazil ~$0.80–$1.80, Mexico ~$0.60–$1.40 (Magnite/PubMatic LatAm data).
- PMP/Programmatic Guaranteed runs 1.5–3x open auction CPM — plan accordingly.
- All figures below are OPEN AUCTION (RTB) display CPM ranges — not video, native, CTV, or direct-sold.
Methodology & Limitations: This guide compiles publicly reported ranges from IAB/PwC, eMarketer press releases, SSP quarterly reports (Magnite, PubMatic, Smaato), IAB Europe AdEx, Statista free data, and trade analyses (AdExchanger, ExchangeWire). Most sources report aggregated averages or revenue/impression-derived CPMs, not raw impression-level distributions. Ranges represent 10th–90th percentile estimates based on reported medians ± published variance. Private Marketplace (PMP) and Programmatic Guaranteed (PG) deals typically clear 1.5–3x higher. Always validate with your DSP/SSP logs — these are planning baselines, not guarantees.
👉 Calculate your campaign budget with our CPM Calculator — enter impressions, get instant cost estimates.
1. How These Benchmarks Were Derived
| Source Type | What It Provides | How We Use It |
|---|---|---|
| IAB/PwC Revenue Reports | Total programmatic display revenue + impression estimates (US) | Derive implied CPM: Revenue ÷ Impressions × 1000 |
| eMarketer Forecasts | Programmatic spend share, regional splits | Cross-reference country-level spend density |
| SSP Quarterly Reports (Magnite, PubMatic, Index, Smaato) | Open auction median CPM by region, format, device | Direct median CPM data points |
| IAB Europe AdEx Benchmark | Country-level programmatic display spend (€) + impressions | Derive country CPMs for EU markets |
| Statista Free Tier | Survey-based average CPM by country | Sanity-check ranges |
| Trade Press Analyses (AdExchanger, ExchangeWire, Digiday) | Aggregated SSP/DSP data, buyer surveys | Fill gaps, confirm trends |
Key assumption: Open auction display = standard IAB sizes (300×250, 728×90, 160×600, 320×50, 300×600) on web + mobile web. Excluded: video, native, CTV, audio, rewarded, PG/PMP.
2. North America
| Country | Open Auction CPM Range (USD) | Implied Median | Primary Sources |
|---|---|---|---|
| United States | $4.20 – $6.80 | ~$5.20 | IAB/PwC FY2023 (programmatic display $85B+ rev), Magnite Q1–Q4 2024, PubMatic Quarterly Index |
| Canada | $3.50 – $5.50 | ~$4.40 | IAB Canada 2023 Revenue Report, Magnite Canada data |
Context: US programmatic display revenue reached $85.4B in 2023 (IAB/PwC). With ~16–18 trillion display impressions annually, implied national average CPM ≈ $4.80–$5.30. SSP reports show open auction medians $5.00–$5.80 for standard display; premium publishers and viewability-filtered inventory push higher.
3. Western Europe
| Country | Open Auction CPM Range (USD) | Implied Median | Primary Sources |
|---|---|---|---|
| United Kingdom | $3.20 – $5.00 | ~$4.10 | IAB UK / PwC 2023 (£6.8B programmatic display), IAB Europe AdEx H1 2024 |
| Germany | $2.50 – $4.20 | ~$3.30 | IAB Europe AdEx H1 2024 (€2.1B programmatic display), Magnite DE |
| France | $2.00 – $3.50 | ~$2.80 | IAB France / SRI 2023, AdEx H1 2024 |
| Netherlands | $2.20 – $3.80 | ~$3.00 | IAB Europe AdEx, PubMatic NL |
| Sweden | $2.30 – $4.00 | ~$3.10 | IAB Sweden, Magnite Nordics |
| Norway | $2.80 – $4.50 | ~$3.60 | IAB Norway, PubMatic Nordics |
| Denmark | $2.50 – $4.20 | ~$3.30 | IAB Denmark, AdEx H1 2024 |
| Switzerland | $3.20 – $5.20 | ~$4.10 | IAB Switzerland, high GDP/impression ratio |
| Belgium | $1.80 – $3.20 | ~$2.50 | IAB Belgium, AdEx H1 2024 |
| Ireland | $2.20 – $3.80 | ~$3.00 | IAB Ireland, strong tech/advertiser presence |
Context: IAB Europe AdEx H1 2024 reports €48.5B total European digital ad spend, ~€12.3B programmatic display. UK, Germany, France = ~60% of EU programmatic display spend. CPMs derived from reported spend ÷ estimated impressions (AdEx provides impression estimates for major markets).
4. Southern & Eastern Europe
| Country | Open Auction CPM Range (USD) | Implied Median | Notes |
|---|---|---|---|
| Italy | $1.30 – $2.50 | ~$1.90 | AdEx H1 2024, growing programmatic share |
| Spain | $1.20 – $2.30 | ~$1.70 | IAB Spain, PubMatic ES |
| Portugal | $0.90 – $1.80 | ~$1.30 | Smaller market, lower density |
| Poland | $1.00 – $2.00 | ~$1.50 | Largest CEE market, fast programmatic growth |
| Czech Republic | $1.10 – $2.10 | ~$1.60 | IAB Czech, Magnite CEE |
| Turkey | $0.80 – $1.80 | ~$1.20 | High inflation — USD CPMs volatile; TRY-denominated rising fast |
Context: AdEx H1 2024 shows CEE programmatic display growing 25–35% YoY but from low base. CPMs 40–60% below Western Europe. Turkey’s CPM in USD terms is distorted by currency — local currency CPMs up 60%+ YoY.
5. Asia-Pacific (APAC)
| Country | Open Auction CPM Range (USD) | Implied Median | Primary Sources |
|---|---|---|---|
| Australia | $2.80 – $4.80 | ~$3.80 | IAB Australia FY2023 (A$5.2B programmatic), Magnite ANZ |
| Japan | $2.20 – $4.00 | ~$3.00 | IAB Japan, eMarketer APAC, PubMatic JP |
| South Korea | $1.80 – $3.50 | ~$2.60 | IAB Korea, Magnite KR |
| Singapore | $2.00 – $3.50 | ~$2.80 | IAB Singapore, hub for SEA buying |
| India | $0.35 – $0.95 | ~$0.60 | IAB India, eMarketer India, PubMatic IN (massive volume, low CPM) |
| Indonesia | $0.45 – $1.10 | ~$0.75 | eMarketer SEA, Smaato SEA |
| Thailand | $0.50 – $1.20 | ~$0.80 | IAB Thailand, growing mobile-first |
| Vietnam | $0.35 – $0.90 | ~$0.55 | Emerging, mobile-dominant |
| Malaysia | $0.70 – $1.60 | ~$1.10 | IAB Malaysia, moderate GDP |
Context: APAC programmatic display spend ~$45B+ (eMarketer 2024). China excluded (walled gardens: Tencent, ByteDance, Alibaba — no open RTB). India drives ~40% of APAC impressions but <10% of revenue. Australia/Japan/Singapore = Tier 1 pricing.
6. Latin America
| Country | Open Auction CPM Range (USD) | Implied Median | Primary Sources |
|---|---|---|---|
| Brazil | $0.70 – $2.00 | ~$1.30 | IAB Brasil, Magnite LatAm, PubMatic BR (largest LatAm market) |
| Mexico | $0.60 – $1.50 | ~$1.00 | IAB Mexico, eMarketer LatAm |
| Argentina | $0.45 – $1.20 | ~$0.75 | High inflation — USD CPMs unstable |
| Colombia | $0.50 – $1.30 | ~$0.85 | IAB Colombia, growing programmatic |
| Chile | $0.70 – $1.50 | ~$1.00 | IAB Chile, higher GDP per capita |
Context: LatAm programmatic display ~$3.5–4B (eMarketer 2024). Brazil = ~55% of region. Mobile-first (70%+ impressions). Currency volatility makes USD CPM planning difficult — hedge with local currency budgets.
7. Middle East & Africa
| Country | Open Auction CPM Range (USD) | Implied Median | Notes |
|---|---|---|---|
| UAE | $2.30 – $4.20 | ~$3.20 | High expat spend, premium publishers |
| Saudi Arabia | $1.80 – $3.50 | ~$2.60 | Vision 2030 driving digital ad growth |
| South Africa | $0.90 – $2.00 | ~$1.40 | Most mature Sub-Saharan market |
| Nigeria | $0.50 – $1.20 | ~$0.80 | Mobile-only, volume growing fast |
| Israel | $2.00 – $3.50 | ~$2.70 | High tech density, strong programmatic |
Context: MENA programmatic ~$1.2B+ (eMarketer). GCC markets (UAE, KSA, Qatar) command Tier 2 pricing. Sub-Saharan Africa volume-led, CPMs low but rising 20–30% YoY.
8. Quick Reference: Top 20 Countries by Median Open Auction Display CPM
| Rank | Country | Median CPM (USD) | Tier |
|---|---|---|---|
| 1 | United States | $5.20 | 1 |
| 2 | Switzerland | $4.10 | 1 |
| 3 | United Kingdom | $4.10 | 1 |
| 4 | Canada | $4.40 | 1 |
| 5 | Australia | $3.80 | 1 |
| 6 | Norway | $3.60 | 1 |
| 7 | Germany | $3.30 | 1 |
| 8 | Denmark | $3.30 | 2 |
| 9 | Japan | $3.00 | 1 |
| 10 | UAE | $3.20 | 2 |
| 11 | Sweden | $3.10 | 2 |
| 12 | Netherlands | $3.00 | 2 |
| 12 | Ireland | $3.00 | 2 |
| 14 | France | $2.80 | 2 |
| 15 | Singapore | $2.80 | 2 |
| 16 | South Korea | $2.60 | 2 |
| 17 | Israel | $2.70 | 2 |
| 18 | Belgium | $2.50 | 2 |
| 19 | Italy | $1.90 | 2/3 |
| 20 | Spain | $1.70 | 2/3 |
9. CPM by Device & Format (Cross-Country Patterns)
| Format | Tier 1 Median | Tier 2 Median | Tier 3 Median | Multiplier vs Desktop Display |
|---|---|---|---|---|
| Desktop Display | $4.50 | $2.80 | $1.20 | 1.0x (baseline) |
| Mobile Web Display | $3.80 | $2.30 | $1.00 | 0.80–0.85x |
| Mobile App Banner | $4.20 | $2.60 | $1.10 | 0.90–1.0x |
| Mobile App Interstitial | $7.50 | $4.80 | $2.20 | 1.7–2.0x |
| Rewarded Video (App) | $11.00 | $7.00 | $3.50 | 2.5–3.0x |
| Native Display | $5.00 | $3.20 | $1.50 | 1.1–1.3x |
| Video Pre-roll (Web) | $13.00 | $8.00 | $3.80 | 2.8–3.2x |
| CTV / OTT | $22.00 | $14.00 | $7.00 | 4.5–5.5x |
Source: Aggregated from Magnite Quarterly Index, PubMatic Quarterly Index, Smaato Market Reports, Comscore 2024 benchmarks. Video/CTV ranges wider due to supply constraints.
10. Buying Method Impact on CPM
| Method | CPM Multiplier vs Open Auction | Typical Use Case |
|---|---|---|
| Open Auction (RTB) | 1.0x (baseline) | Scale, reach, testing |
| Preferred Deals | 1.3–1.8x | Known publishers, fixed placement |
| Private Marketplace (PMP) | 1.5–2.5x | Curated inventory, data targeting, brand safety |
| Programmatic Guaranteed (PG) | 2.0–3.5x | Fixed impressions, premium placement, upfronts |
Example: US desktop display open auction median ~$5.20 → PMP ~$8–$13 → PG ~$10–$18.
11. Seasonality Adjustments (Planning Factors)
| Region | Peak Periods | CPM Lift vs Baseline |
|---|---|---|
| North America | Black Friday (Nov), Holiday (Dec), Back-to-School (Aug) | +30–50% Q4 vs Q1 |
| Western Europe | Black Friday (Nov), Christmas (Dec), Summer Sales (Jun–Jul) | +25–40% Q4 vs Q1 |
| APAC | Singles Day 11.11 (Nov), CNY (Jan/Feb), Diwali (Oct/Nov), 12.12 | +40–60% during events |
| LatAm | Black Friday (Nov), Christmas (Dec), Hot Sale Mexico (May) | +20–35% |
| MENA | Ramadan (varies), White Friday (Nov), Saudi National Day (Sep) | +30–50% during Ramadan |
Planning tip: Book PMP/PG 4–8 weeks before peak. Open auction CPMs spike unpredictably.
12. Budget Estimation Formula
Estimated Cost = (Target Impressions ÷ 1,000) × Median CPM × Safety Factor
| Market Tier | Safety Factor | Rationale |
|---|---|---|
| Tier 1 (US, UK, DE, AU, JP, CA) | 1.15 | Tight CPM variance, high liquidity |
| Tier 2 (FR, NL, Nordics, BR, KR, SG) | 1.25 | Moderate variance, currency risk |
| Tier 3 (Southern/Eastern EU, LatAm ex-BR, SEA, India, Africa) | 1.40 | High variance, currency volatility, lower fill |
Example: 10M impressions across 5 countries
| Country | Impressions | Median CPM | Safety Factor | Est. Cost |
|---|---|---|---|---|
| US | 3,000,000 | $5.20 | 1.15 | $17,940 |
| UK | 2,000,000 | $4.10 | 1.15 | $9,430 |
| Germany | 2,000,000 | $3.30 | 1.15 | $7,590 |
| Brazil | 1,500,000 | $1.30 | 1.25 | $2,438 |
| India | 1,500,000 | $0.60 | 1.40 | $1,260 |
| Total | 10,000,000 | — | — | $38,658 |
13. Common Mistakes to Avoid
| Mistake | Reality |
|---|---|
| Using global average CPM for country planning | 10x difference between US ($5.20) and India ($0.60) |
| Planning with open auction CPM for PMP/PG | PMP = 1.5–2.5x, PG = 2–3.5x |
| Ignoring device split | Mobile web 15–20% cheaper; app interstitial 2x |
| Not adjusting for seasonality | Q4 CPMs 30–50% higher than Q1 |
| Treating USD CPM as stable in high-inflation markets | TRY, ARS, BRL local CPMs rise fast; USD equivalent volatile |
| Assuming viewability is included | vCPM (viewable CPM) = CPM ÷ viewability rate; 70% viewable = 1.43x CPM |
14. Frequently Asked Questions
1. Why do your ranges differ from what I see in my DSP?
DSP logs show your bids/win rates, not market averages. Your CPM depends on: targeting specificity, data layers, frequency caps, creative format, brand vertical, and bid strategy. These benchmarks are market medians for broadly targeted open auction display.
2. Are these CPMs net or gross?
Net CPM — what the buyer pays in the auction. Gross CPM (including DSP/SSP fees, verification, data) adds 10–20%.
3. How often are these updated?
SSP quarterly reports (Magnite, PubMatic, Index, Smaato) are the freshest — every 3 months. IAB/eMarketer annually. We update this guide quarterly with latest SSP data.
3. What about China?
China has no open RTB ecosystem accessible to global DSPs. Programmatic exists within walled gardens (Tencent GDT, ByteDance Ocean Engine, Alibaba Tanx). CPMs not comparable — excluded from this guide.
4. Can I negotiate below these CPMs?
In open auction — no, it's real-time bidding. In PMP/PG — yes, volume commitments (10M+ impressions) can secure 10–20% discounts.
5. Do these include ad verification (IAS, DV, MOAT) fees?
No. Add $0.10–$0.30 CPM for viewability/brand safety measurement.
15. Related Resources
- CPM Calculator — Instant cost estimates for any impression volume
- CPM vs CPC: Which Model to Choose — Buying model decision guide
- CPM Benchmarks 2025: Video, Native, Display — Broader format coverage
- Programmatic Advertising Explained — Ecosystem overview
- Ad Revenue Calculator — Publisher-side revenue estimation
Sources
[1] [2] [3] [4] [5] [6] [7] [8]
Methodology: All CPM figures are open auction (RTB) display medians derived from: (a) IAB/PwC revenue ÷ impression estimates for US; (b) IAB Europe AdEx spend ÷ impression estimates for EU markets; (c) SSP quarterly reports (Magnite, PubMatic, Smaato) reporting regional medians; (d) eMarketer regional spend density cross-referenced with Statista free-tier country averages; (e) Trade press analyses (AdExchanger, ExchangeWire) aggregating buyer surveys. Ranges = reported median ± published variance (typically ±25–35%). Video, native, CTV, audio, rewarded, PMP, PG excluded. Currency conversions at Q1 2024 average rates. Always validate with your DSP/SSP reporting.
Related Articles
- CPM Benchmarks 2025: Complete Guide — Video, native, display across formats
- What Is Programmatic Advertising? — Full ecosystem breakdown
- CPM vs CPC: Comparison Guide — When to use each model
- Ad Revenue Calculator — For publisher revenue planning
