Display advertising costs have fallen significantly ahead of the 2026 holiday season, giving marketers a potentially cheaper opportunity to build awareness before Black Friday and Cyber Monday competition increases.
Key figures from AdRoll’s Q3 data show:
Display prospecting CPMs: down 45% year over year and 25.5% versus comparable Q2 levels.
Display retargeting CPMs: down 29.1% year over year and 40.2% versus Q2.
Account-based marketing CPMs: up 4.4% year over year, although still 15.1% lower than Q2.
