Key Takeaways:
- No single "global CPM" exists[2] — ranges vary 10x+ between Tier 1 and Tier 3 markets.
- US open auction display CPM: ~$4.20–$6.80[1] (derived from IAB/PwC internet ad revenue data ÷ public impression estimates).
- Western Europe: UK ~$3.20–$5.00, Germany ~$2.50–$4.20[3] (IAB Europe AdEx spend ÷ impressions).
- APAC: Australia ~$2.80–$4.80, Japan ~$2.20–$4.00, India ~$0.35–$0.95 (Statista free tier + eMarketer regional density).
- LatAm: Brazil ~$0.70–$2.00, Mexico ~$0.60–$1.50 (eMarketer LatAm spend density).
- PMP/Programmatic Guaranteed runs 1.5–3x open auction CPM — plan accordingly.
- All figures below are OPEN AUCTION (RTB) display CPM estimates — not video, native, CTV, or direct-sold.
Methodology & Limitations: This guide compiles estimated ranges derived from publicly reported aggregates: (a) IAB/PwC Internet Advertising Revenue Report US programmatic display revenue ÷ public impression estimates (~16–18T); (b) IAB Europe AdEx Benchmark country-level digital ad spend (€131bn in 2025, +10.5% YoY across 30 markets) ÷ published impression estimates; (c) EMARKETER regional programmatic spend coverage cross-referenced with Statista free-tier country averages; (d) Comscore public vCPM format multipliers from press-release summaries; (e) ExchangeWire and AdExchanger programmatic trend summaries (public articles). Most SSP quarterly reports (Magnite, PubMatic, Index, Smaato) are not public — they are client-only. Ranges = reported medians ± typical published variance (~±25–35%). PMP/PG typically clear 1.5–3x higher. Always validate with your DSP/SSP logs — these are planning baselines, not guarantees.
👉 Calculate your campaign budget with our CPM Calculator — enter impressions, get instant cost estimates.
1. How These Estimates Were Derived
| Public Input | What It Provides | How We Use It |
|---|---|---|
| IAB/PwC Revenue Reports | US programmatic display revenue ($) + impression estimates | Implied CPM = Revenue ÷ Impressions × 1000 |
| IAB Europe AdEx Benchmark | EU country-level programmatic display spend (€) + impression estimates | Country CPM = Spend ÷ Impressions × 1000 |
| eMarketer Coverage (press-release top lines) | Regional programmatic spend share & growth | Cross-reference country spend density |
| Statista Free Tier | Survey-based average CPM by country | Sanity-check ranges |
| Comscore Press Releases | vCPM (viewable CPM) by format | Format multipliers |
| ExchangeWire / AdExchanger Public Summaries | Aggregated SSP marketplace CPM trends | Trend confirmation, not raw data |
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, PMP, PG.
2. North America
| Country | Est. Open Auction CPM Range (USD) | Implied Median | Primary Public Inputs |
|---|---|---|---|
| United States | $4.20 – $6.80 | ~$5.20 | IAB/PwC FY2024 report, impression estimates |
| Canada | $3.50 – $5.50 | ~$4.40 | IAB Canada 2023 Revenue Report, eMarketer Canada share |
Context: Total US internet advertising revenue reached a record $225B in FY2023 (+7.3% YoY, IAB/PwC[1]). Applying the historical programmatic display share (~38%) and ~16–18 trillion annual display impressions, implied national average CPM ≈ $4.80–$5.30. Open auction medians cluster $5.00–$5.80 for standard display.
3. Western Europe
| Country | Est. Open Auction CPM Range (USD) | Implied Median | Primary Public Inputs |
|---|---|---|---|
| United Kingdom | $3.20 – $5.00 | ~$4.10 | IAB UK/PwC 2023, IAB Europe AdEx Benchmark |
| Germany | $2.50 – $4.20 | ~$3.30 | IAB Europe AdEx Benchmark |
| France | $2.00 – $3.50 | ~$2.80 | IAB France/SRI 2023, AdEx Benchmark |
| Netherlands | $2.20 – $3.80 | ~$3.00 | IAB Europe AdEx, eMarketer NL |
| Sweden | $2.30 – $4.00 | ~$3.10 | IAB Sweden, AdEx Benchmark |
| Norway | $2.80 – $4.50 | ~$3.60 | IAB Norway, AdEx Benchmark |
| Denmark | $2.50 – $4.20 | ~$3.30 | IAB Denmark, AdEx Benchmark |
| Switzerland | $3.20 – $5.20 | ~$4.10 | IAB Switzerland, high GDP/impression ratio |
| Belgium | $1.80 – $3.20 | ~$2.50 | IAB Belgium, AdEx Benchmark |
| Ireland | $2.20 – $3.80 | ~$3.00 | IAB Ireland, strong tech/advertiser presence |
Context: IAB Europe's AdEx Benchmark reports European digital ad spend reached €131bn in 2025 (+10.5% YoY, 30 markets[2]); display remains one of the largest format categories within that total. 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 | Est. Open Auction CPM Range (USD) | Implied Median | Notes |
|---|---|---|---|
| Italy | $1.30 – $2.50 | ~$1.90 | AdEx Benchmark, growing programmatic share |
| Spain | $1.20 – $2.30 | ~$1.70 | IAB Spain, AdEx Benchmark |
| 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, AdEx Benchmark |
| Turkey | $0.80 – $1.80 | ~$1.20 | High inflation — USD CPMs volatile; TRY CPMs rising 60%+ YoY |
Context: AdEx Benchmark shows CEE programmatic display growing 25–35% YoY from low base. CPMs 40–60% below Western Europe. Turkey's USD CPM distorted by currency — local currency CPMs up 60%+ YoY.
5. Asia-Pacific (APAC)
| Country | Est. Open Auction CPM Range (USD) | Implied Median | Primary Public Inputs |
|---|---|---|---|
| Australia | $2.80 – $4.80 | ~$3.80 | IAB Australia FY2023 (A$5.2B programmatic), eMarketer APAC |
| Japan | $2.20 – $4.00 | ~$3.00 | IAB Japan, eMarketer APAC, Statista JP |
| South Korea | $1.80 – $3.50 | ~$2.60 | IAB Korea, eMarketer APAC |
| Singapore | $2.00 – $3.50 | ~$2.80 | IAB Singapore, SEA hub |
| India | $0.35 – $0.95 | ~$0.60 | IAB India, eMarketer India, Statista IN |
| Indonesia | $0.45 – $1.10 | ~$0.75 | eMarketer SEA, Statista ID |
| Thailand | $0.50 – $1.20 | ~$0.80 | IAB Thailand, 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 ~$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 | Est. Open Auction CPM Range (USD) | Implied Median | Primary Public Inputs |
|---|---|---|---|
| Brazil | $0.70 – $2.00 | ~$1.30 | IAB Brasil, eMarketer LatAm |
| 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 | Est. 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 Multipliers)
| 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 Comscore 2024 press-release vCPM by format, ExchangeWire SSP marketplace summary. 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 = 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, 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?
Public sources: IAB/eMarketer annually, Comscore press releases quarterly, ExchangeWire quarterly. SSP client reports (not public) monthly. We update this guide quarterly with latest public data.
4. 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.
5. 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.
6. Do these include ad verification (IAS, DV, MOAT) fees?
No. Add $0.10–$0.30 CPM for viewability/brand safety measurement.
Sources & References
- IAB/PwC Internet Advertising Revenue Report FY2024 (US $225B total, +7.3% YoY) — https://www.iab.com/insights/internet-advertising-revenue-report-2024/ (retrieved 2026-08-23)
- IAB Europe AdEx Benchmark 2025 Report (€131bn European digital ad spend, +10.5% YoY, 30 markets) — https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/ (retrieved 2026-08-23)
- IAB Europe AdEx Benchmark (country-level methodology hub) — https://iabeurope.eu/research-committee/ (retrieved 2026-08-23)
- IAB Canada Research (Canada market inputs) — https://iabcanada.com/en/research/ (retrieved 2026-08-23)
- Statista Digital Advertising Outlook (country average sanity checks; paywalled beyond free tier) — https://www.statista.com/outlook/dmo/digital-advertising/worldwide (retrieved 2026-08-23)
- Index Exchange Blog (SSP marketplace trends) — https://indexexchange.com/blog/ (retrieved 2026-08-23)
- Magnite Blog (SSP marketplace trends) — https://www.magnite.com/blog/ (retrieved 2026-08-23)
- ExchangeWire Programmatic Coverage (European market trends) — https://www.exchangewire.com/category/programmatic/ (retrieved 2026-08-23)
- EMARKETER: Global Ad Spend to Top $1 Trillion as Digital and Retail Media Surge — https://www.emarketer.com/content/global-ad-spend-top--1-trillion-digital-retail-media-surge (retrieved 2026-08-23)
- Comscore Press Releases (vCPM format multipliers) — https://www.comscore.com/insights/press-releases (retrieved 2026-08-23)
- AdExchanger Programmatic Coverage (market trend confirmation) — https://www.adexchanger.com/programmatic/ (retrieved 2026-08-23)
Note on transparency: Most SSP quarterly pricing reports (Magnite, PubMatic, Index, Smaato) are client-only and cannot be cited publicly. The ranges above are planning estimates derived from the public aggregates listed here — validate against your own DSP/SSP logs before committing budget.
Related Resources
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 (primary CPM benchmark hub)
- Programmatic Advertising Explained — Ecosystem overview
- Ad Revenue Calculator — Publisher-side revenue estimation
