AdRoll Q3 report shows ABM CPMs up 4.4% year over year

AdRoll released the Q3 2026 edition of its State of Digital Advertising Report on September 22, 2026. The company reports that display prospecting CPMs fell 45% year over year between July 1 and September 8, and display retargeting CPMs fell 29.1% over the same period. Compared with the same window in Q2, prospecting CPMs fell 25.5% and retargeting CPMs fell 40.2%. Account-based marketing followed a different pattern, according to the report, with ABM CPMs up 4.4% from a year earlier and down 15.1% from Q2. AdRoll says ABM and retargeting focus on smaller pools of known audiences, so their pricing reflects the broader market less closely.

The details

• Measurement window: July 1 through September 8, 2026.
• Display prospecting CPMs: down 45% year over year and 25.5% versus Q2.
• Display retargeting CPMs: down 29.1% year over year and 40.2% versus Q2.
• ABM CPMs: up 4.4% year over year and down 15.1% versus Q2.
• The release cites an eTail and AdRoll study of 100 retail and ecommerce leaders in which 13% brought back more than 20% of cart abandoners.
• CEO Vibhor Kapoor is quoted in the release.

Context

This is the second AdRoll quarterly CPM report in our coverage in 2026, after the Q1 edition in March that found retargeting CPMs up 18%. Since then, AdRoll launched an MCP server in open beta that includes AdRoll ABM (May 27) and piloted ChatGPT ads for select customers (August 11). AdRoll later published details of its Experian audience and CTV measurement links on October 19.

Not disclosed

• Volume of impressions or campaigns behind the CPM figures
• Breakdown of ABM CPMs by channel or industry
• Whether the data covers non-US campaigns