Average CPM (cost per mille) for programmatic advertising in Sweden 2012-2018

In 2018, programmatic marketers in Sweden paid on average 7.01 U.S. dollars per mille or thousand impressions for a programmatic advertisement. Although this cost per mille (CPM) decreased by more than three U.S. dollars compared to the previous year, it generally grew in the past years. In 2012, the amount was only 1.44 U.S. dollars on average.

What are programmatic advertisements?

Programmatic advertising is a rapidly growing software-based method to automatically trade ad content in real time. Advertisers use user information, like demographics, interests, or behaviors to individualize the ads. As of 2017, the spending on programmatic advertising in Sweden was nearly 2.2 billion Swedish kronor, up from roughly 1.36 billion kronor generated the year before. Furthermore, it is expected to reach over 3.6 billion Swedish kronor in 2020.

Which other payment models are possible for programmatic ads?

In contrast to traditional advertising, programmatic ads do not have fixed prices per campaign. Apart from cost per mille, there are other payment models for programmatic advertising, for example cost per click (CPC), cost per lead (CPL), and cost per order (CPO).