The 2023 Programmatic Barometer report examines the persistent challenges facing digital media publishers, focusing on the continued decline of effective cost per thousand impressions (eCPM).
In 2023, eCPM values in Western Europe dropped by almost 30% compared to 2022, with a notable decrease in the first half of the year followed by a slight recovery in the final quarter. This decline is attributed to several factors, including the global economic downturn, inflation, and geopolitical uncertainties that have influenced advertiser spending patterns.
Our report also highlights the growing preference for social media advertising, as platforms like Facebook and Instagram offer advertisers extensive targeting capabilities and large-scale audience reach, making them more appealing than traditional routes. This shift has put additional pressure on publishers to adjust their strategies to remain competitive in the evolving digital advertising landscape.
Looking ahead to 2024, while the outlook remains challenging, there are opportunities on the horizon. Events such as the UEFA EURO 2024 and the Paris 2024 Summer Olympics are expected to boost ad spending in certain sectors, particularly sports media. At the same time, publishers are encouraged to embrace first-party data strategies and innovative advertising solutions to better navigate the changing market dynamics.