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Programmatic is problematic, but growing: MAGNA’s 2018 Programmatic Intelligence update

By Sarah Fleishman on Oct 16, 2018 10:43:35 AM

A decade in, and the programmatic industry is still struggling with a number of long-standing issues around transparency. Years of brand safety concerns, outright fraud, and murky metrics have formed the foundations of an opaque system in need of an overhaul. Brands and consumers alike are pressing for change and greater clarity.

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May's Top Advertisers Across Device-Types

By Jordan Kramer on Jun 21, 2018 9:00:00 AM

Kicking off May of 2018, the Retail category dominated by relative frequency of impressions across display, mobile, social, and video digital advertising channels. Big ad spenders like WalMart, Target,, and Amazon led the charge targeting top sites like Facebook and YouTube.

Almost 65% of digital ad spend for the Retail category in May was invested in social advertising. Chances are, if you are a Facebook user, you came across an ad for WalMart, Target, or

The Financial Services category followed, spending 54% of total monthly budget on desktop display and only 18% on social –which illustrates an entirely unique strategy and target community from the Retail category.

While Retail garnered 19.8 B relative impressions in May 2018, Financial Services wasn’t far behind with 17.7 B.

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Financial Services leads February 2018 in Spend and Impressions; Telecom Gains Traction

By Ken Roberts on Apr 17, 2018 12:30:00 PM

February 2018 saw a shake-up in spending and impressions by category.  While Financial Services company LendingTree led in overall relative frequency of impressions across platforms, Grammarly , Inc., a writing enhancement platform, spent more across all platforms (desktop display and video, mobile display and video), with a spike in recent spending.  In addition, Telecom gained traction in impressions across platforms.

See below for a look at the rankings and to download the February Top Advertisers Report in its entirety, click here.

Topics: Reports
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The Top Display and Mobile Ad Networks in Q2

By Jordan Kramer on Aug 25, 2017 4:15:00 PM

During Q2, over $2.7B was spent by the top 500 advertisers across desktop, mobile, and video. On desktop, direct buys fueled the majority of ad spend, but ad networks took in thirteen percent of spend and delivered 38% of display impressions. On mobile, ad networks represented fifteen percent of the total spend share for the top 500 advertisers and were responsible for 40% of mobile impressions.

Which ad networks raked in the most money and fueled the most digital impressions during Q2? 

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The Biggest Advertising Budgets in Q2 [Report]

By Jordan Kramer on Aug 10, 2017 5:01:08 PM

Over $2.7 billion was spent on digital advertising by the top 500 advertisers across devices during Q2 2017. Tax software companies faded off as their season came to a close, allowing room for other top ad spenders to climb to the top of the rankings. Samsung and LG heated up across digital, competiting neck-in-neck with each other by spend and impressions. Desktop buyers continuted to prefer direct deals, over programmatic, accounting for the majority of spend from the top 500 advertisers. And, upped their digital presence with a huge desktop video push during Q2, gaining the brand 2.4B impressions.

See which advertisers had the biggest advertising budgets during the quarter with our exclusive Q2 Top Advertisers Report and read on for more highlights.

Topics: Reports
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Which Brands Spent the Most on Digital Advertising in Q1? We Have the Answer.

By Jordan Kramer on Jun 21, 2017 3:30:00 PM

The First Quarter is always marked by a ramp-up in advertising from the Health & Fitness category, a surge from the tax software industry, the continuance of Financial Services marketing to pay off those holiday gifts, and one of the largest sporting events of the year. Q1 2017 saw the same consistent trends spotted year after year, with the emergence of some new brands to grace the top ten ad spend rankings across devices.
Over $2.7 billion  was spent on digital advertising by the top 500 advertisers across devices, see which advertisers were spending the most in our exclusive report and read on for highlights.
Topics: Reports
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April's Top 5 Mobile Advertising Spenders

By Jordan Kramer on Jun 12, 2017 1:00:00 PM

Mobile advertising is still fighting for share of budget amongst the top digital advertisers as brands focus on display and video, but the device-type is still bringing in cash. The top 500 mobile ad spenders invested over $75M on mobile placements during the month of April led by Clarus Commerce, Procter & Gamble, and TurboTax. As the Tax Season deadline approached in early April, TurboTax turned up the awareness campaigns to reach those last-minute tax filers.
Direct buys dominated mobile buying overall, consuming 77% of the total spend for the device-type and returning 39% of the mobile impression share. Google AdX+AdSense was the top partner on mobile, raking in 7% of mobile spend for the month of April while garnering 15% of the impressions. Amazon’s mobile ad network took in 4% of spend share, yet delivered 17% of the mobile impressions. All in all, ad networks accounted for the majority of mobile impressions during the month with 43% share. Direct buys followed, bringing in 39% of impressions.
See how the top five mobile ad spenders allocated their budgets, the percentage of spend that was directed to mobile, top sites, and buying partners. To download the entire April Top Advertisers report for 2017 detailing the top spenders and advertisers by impression volume across display, mobile, and video, click here.
Topics: Reports
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How The Top Financial Services Digital Advertisers Were Spending in Q4

By Jordan Kramer on May 8, 2017 4:01:00 PM

Digital ad spend for the Financial Services Category dropped to $460M in the Fourth Quarter of 2016, down from $541M the previous quarter. While Q3 saw a 22 percent surge from the $443M spent by the category in Q2, the spike was short-lived and dropped back under $500M at the end of the year. 
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Who Are the Top Advertisers in Travel? We Have the Answer

By Jordan Kramer on Mar 23, 2017 3:00:00 PM

January brings winter weather to many parts of the United States, and the desire to escape along with it—if the ad spending of travel companies is any indication. Firms in this sector spent more than $67 million from January 1-January 31, 2017 on digital advertising. Top brands like Carnival Cruise Lines, Expedia and Disney jockeyed for eyeballs and attention across desktop, mobile and video, both by spending directly with advertisers and indirectly with ad networks.

Who reigned supreme in the quest for consumer attention? We looked at proprietary Pathmatics data to find out the top advertisers for this period.

Read on to pull back the curtain on January 2017 media brand ad spend.

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January's Top Digital Advertisers

By Jordan Kramer on Mar 15, 2017 5:30:00 PM

New Year, new taxes to file! In January, brands such as TurboTax and TaxACTbegan their digital campaigns to kick off tax season, each attacking separate device types to gain brand awareness. TurboTax invested the most on digital out of the tax sector, coming in as the top digital spender overall across desktop, mobile, desktop video, and mobile video. The gloves are officially off as tax software brands battle it out until early April. What’s even more interesting is the spend patterns we identified below from the top tax spender.

Feature films had a big month on digital, with blockbusters such as XXX: Return of Xander Cage Movie turning to display advertising to ramp up awareness (and ticket sales) for the premiere. If you weren’t at the movies, travel brands were looking to target you on mobile video, ramping up presence on the device-type. Over $858M was spent on digital by the top 500 advertisers across devices, see which advertisers were spending the most in our exclusive January Top Advertisers Report, and read on for the top highlights.

Topics: Reports
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Download the Q1 2018 Top Advertisers Report

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