Programmatic : Does Desktop Still Have a Place in Programmatic Campaigns in 2026? 💻🤔

Desktop, the very platform that sparked the digital advertising boom, is now struggling to hold its ground in the digital ecosystem:

• It accounts for only 16% of Bid Requests, compared to 84% for Smartphones 😮
• Worse yet, it fails to provide an effective advertising experience for advertisers compared to its "younger brother." Let’s break that down 👇

Take the 300x250 MPU, which remains the most sold display format in programmatic. On the same site and in the same position, the 300x250 represents:

• 25% of the screen surface on Smartphone
• Vs... 3% on average on Desktop 😮 (and often tucked away in "cold zones" in the right-hand column)

This translates to:

🔴 Artificially excellent viewability rates on Desktop -> it's much easier to meet MRC standards when the creative occupies a tiny fraction of the screen. 🔴 Lower real Attention scores (the [creative size/screen size] ratio is a key factor in Attention metrics).
🔴 Engagement rates near 0% -> e.g., CTRs are 4x to 10x higher on Smartphone.

👌 Therefore, focusing investments on Smartphone to boost efficiency is the most relevant approach.

⚠️ However, a few exceptions still give Desktop strategic value:

🖥️ Skins/Takeovers: These remain extremely relevant on Desktop thanks to an excellent creative-to-screen size ratio. Quick anecdote: years ago, while working with Wizaly (an attribution tool analyzing the impact of each creative/channel on online sales), the Skin was the display format with the highest impact on the conversion funnel!
🤏👥 Small, High-Quality Audience Pools: For Retargeting or Retail Media audiences, for instance, every touchpoint with these ultra-qualified users counts. You can't afford to miss an opportunity!
💼 B2B Targeting: Desktop has become primarily a work device, making it easier to identify and reach professional audiences.
🚧 Non-Mobile Optimized Landing Pages: It seems crazy in 2025, but it’s still a reality sometimes... In these cases, Desktop delivery is a must.

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At GreyFox Ads, we beleive the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the least competent : we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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