For most of us, Q4 and December in particular, is the holy grail of digital advertising months. CPG brands are all systems go, promoting new goods at unbeatable prices. Major telecom is endorsing themselves as best value, while buying tons of ad space for their 'offer ends today' deal. Meanwhile, the finance sector is sitting in the weeds, with a historical understanding of high consumer spending, reminding anyone with a bank account or credit card that, 'its ok to spend this month, but if you do, use our services.'
Unlike any other advertising industry, the digital space has the ability to buy and sell ad space based on endless parameters and metrics; location, age, gender, income, HHI, time of day... and the list goes on. Because of this capability, major brands spend big money to advertise to their target customer on the web, and on the page of their choosing. Right person, right place, right time, right ad, in other words.
As advertisers become more sophisticated in their buying strategy many of them choose to deal directly with publishers, negotiating at high CPM's for control of pristine ad space in pursuit of valuable readership eyes. The brands below are the top direct advertisers* (desktop only) for December.