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When Yahoo’s exchange switched from second-price to first-price auctions, eight large DSPs representing 62 percent of impressions sold had to re-learn one thing: how much to shade their bids. It is the cleanest optimisation problem in programmatic. Closed, well specified, with immediate and unambiguous feedback in the form of clearing prices. They got it wrong […]
About 5 percent of creatives are winners, and those winners absorb 55 percent of all spend. That is Motion’s Creative Benchmarks 2026, measured on 578,750 unique creatives, 6,015 advertiser accounts and 1.29 billion dollars of realised spend between September 2025 and January 2026. The report’s own conclusion is the line worth keeping: low hit rates […]
