Programmatic Advertising Costs Explained: CPM, CPC, and CPV Rates in 2026
Programmatic advertising costs vary far more by format and deal type than by industry. Standard display runs $1–$4 CPM on the open exchange and $4–$12 through a private marketplace. On a cost-per-click basis, display runs $0.25–$1.50, native $0.50–$2.50, and click-through video $1–$4.
Programmatic CPM Benchmarks 2026
CPM (cost per thousand impressions) is the most common pricing model in programmatic. Here's what you can expect by format and channel:
| Format | Open Exchange CPM | Private Marketplace CPM |
|---|---|---|
| Display (Standard) | $1–$4 | $4–$12 |
| Display (High Impact) | $8–$20 | $15–$35 |
| Pre-roll Video | $8–$18 | $15–$30 |
| CTV / OTT | $15–$35 | $25–$55 |
| Audio (Streaming) | $10–$20 | $18–$35 |
| Native | $3–$8 | $6–$15 |
| DOOH | $6–$25 | $15–$75 |
Programmatic CPC Benchmarks 2026
CPC pricing is less common in programmatic but available through some DSPs and formats. Expected CPC ranges: Display $0.25–$1.50, Native $0.50–$2.50, Video (click-through) $1–$4.
Programmatic CPV Benchmarks 2026
CPV (cost per view) applies to video formats where a view is defined as 30 seconds or full completion (whichever is shorter). Average CPV: $0.02–$0.06 for pre-roll on open exchange; $0.05–$0.15 on premium PMPs and CTV.
What Drives Programmatic Costs Up or Down?
Key factors affecting your CPM: audience targeting specificity (narrow = more expensive), inventory quality (premium publishers cost more), deal type (PMP vs open exchange), creative format (video costs more than display), and seasonal demand (Q4 runs 30–50% higher than Q1).
How to Budget for Programmatic
Minimum viable budget for testing: $3,000–$5,000/month for display; $8,000–$15,000/month for CTV. Below these thresholds, the algorithm doesn't have enough data to optimize effectively. Managed service fees from agencies typically add 10–20% on top of media spend.
Planning a programmatic campaign?
NA Media Experts manages programmatic for Canadian and US brands across 13 DSPs. Get a free strategy audit — we'll review your budget, goals, and audience to build a media plan that actually delivers ROAS.