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Rubicon - Online publishers survey

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  • 1. Online Publishers SurveyIn association with the Rubicon Project
  • 2. Methodology Online survey in August and September 2011 Second Online Publishers Survey Report (first one in 2009) Almost 1,000 online advertising professionals, including – Over 400 advertiser and agency respondents – Nearly 500 online publishers, sales houses and rep firms North America is the best represented region in the survey, followed by the UKNote: A separate Online Advertisers Survey Report was published in September 2011.| 2 | Online Publishers Survey 2011
  • 3. Executive Summary and HighlightsThis is Econsultancy’s second Online Publishers Survey Report, carried out in associationwith the Rubicon Project.This research is supported by the AOP, IAB Europe, IAB UK and IAB France.The research, which has been supported by the AOP, IAB Europe, IAB UK and IAB France, isbased on a survey of nearly 500 online publishers, sales houses and rep firms. The findings arepresented globally, with key charts broken down for North America and Europe.The research, which follows a similar study published two years ago, shows a positivecommercial environment for publishers globally, with three-quarters of respondents sayingtheir online display advertising revenues have gone up in the last year, compared to 53% whenwe asked the same question in 2009. The vast majority of publishers surveyed say their rate card prices have either gone up since last year (40%) or stayed the same (46%). Only 14% of respondents say they have decreased. Publishers in North America are more likely than their European counterparts to say that rate card prices have increased in the last year – 46% of North American respondents compared to 36% in Europe.| 3 | Online Publishers Survey 2011
  • 4. Executive Summary and HighlightsThe study, examines the impact of real-time bidding (RTB) and the increasinglyprominent role played by supply-side platforms (SSPs), online advertising exchangesand trading desks. Some 44% of publishers sell display inventory on an RTB basis, increasing to 49% in North America (compared to 41% in Europe). On average, globally, 17% of display advertising revenue comes from RTB, increasing to 26% for remnant revenue. On average, real-time bidding has given publishers 20% uplift on their remnant revenue. Publishers cite the main benefits of working with supply-side platforms as the ability to open up inventory to RTB (58%), incremental revenue (54%) and extraction of greater value from inventory (48%). One in 10 publishers say they have a private ad exchange live, with a further 35% saying they are planning one. More than three-quarters (78%) of publishers that implemented a private ad exchange say that this has resulted in demonstrable revenue and a positive lift on yield.| 4 | Online Publishers Survey 2011
  • 5. Executive Summary and HighlightsAs was also seen in the Online Advertisers Survey Report published in September 2011, adnetworks continue to play an important role in the online advertising ecosystem. Around two-thirds (66%) of publishers surveyed sell inventory through online advertising networks. Three-quarters (74%) of publishers in the US and Canada sell through ad networks, compared to 61% in Europe. In 2009, around three out of five publishers (62%) worked with one or two networks. There is a trend towards increased use of networks, with the vast majority (76%) working with at least three networks this year. More than a quarter (28%) of respondents say they are working with fewer networks than they were a year ago, up from 11% when we asked the same question in 2009. However, the majority of publishers indicate they are working with more ad networks (33%) or the same number of network partners (39%). On average, globally, 29% of display advertising revenue comes from ad networks (34% in North America and 20% in Europe), down from 33% in 2009.| 5 | Online Publishers Survey 2011
  • 6. Executive Summary and HighlightsThe research also looks at the level of understanding and concerns about data privacylaws, with a focus on the expected impact on revenue. Around half of publishers (49%) are worried about changes to privacy laws, including 6% who are very worried. Over a fifth (21%) of publishers said their businesses had a poor understanding of data privacy law and its implications. Understanding is even worse in North America, with a quarter of publishers reporting poor understanding (compared to 18% in Europe). Just under half of publishers (45%) expect changes to data privacy laws to have a significant negative (5%) or minor negative (40%) impact on their revenue. Slightly more European publishers expect the impact to be significantly negative – 7% compared to 4% in the US and Canada. A quarter of publishers are already compliant with the Online Behavioural Advertising framework and a further 31% say they plan to be within six months. However, worryingly, 23% of Europeans and 19% of North American respondents have no plans to comply.| 6 | Online Publishers Survey 2011
  • 7. Executive Summary and HighlightsThe report also looks at the extent to which publishers are offering a range of differenttargeting techniques to increase the value of inventory on their web properties. Just under three-quarters (71%) of publishers are offering geographic targeting, while over half (55%) offer targeting based on demographic data. The next most commonly offered methods of targeting are time-targeting / day-parting (51%), behavioural data (41%) and profile / log-in data (30%). Behavioural targeting was among the least used techniques in 2009, but its use has gone up in the last two years, driven by an increased focus on audience-based buying and RTB. Only 6% of European publishers allow advertisers to target using third-party data, compared to a fifth in North America.| 7 | Online Publishers Survey 2011
  • 8. Executive Summary and HighlightsThis report also contains the findings of a separate survey of online advertisingnetworks, which explored their use of real-time bidding and the extent to whichnetworks invest in RTB technology. Some 37% of networks are using RTB for both buying and selling. Around a third (31%) are using RTB just for buying, while 7% are using it just for selling. Around a third (29%) of ad networks surveyed say they use a supply-side platform exclusively for real-time bidding. More than half of ad networks are investing in real-time bidding technology, with just under a third (29%) investing in their own technology and a further (15%) using a combination of proprietary and third-party technology. A quarter of networks (24%) surveyed rely on third-party technology.| 8 | Online Publishers Survey 2011
  • 9. Publisher Findings | 9| Course Title
  • 10. Online revenue and charging | 10| Course Title
  • 11. Has your revenue from online display advertising gone up or downin the last year? 80% 73% 70% 60% 53% 50% 40% 30% 27% 20% 20% 13% 14% 10% 0% Increased Decreased Stayed the same 2009 2011 Econsultancy / Rubicon Project Online Publishers Survey 2011| 11 | Online Publishers Survey 2011
  • 12. Regional breakdown – Has your revenue from online displayadvertising gone up or down in the last year? 80% 72% 73% 70% 60% 50% 40% 30% 20% 18% 15% 12% 10% 10% 0% Increased Decreased Stayed the same US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 12 | Online Publishers Survey 2011
  • 13. Rate card prices | 13| Course Title
  • 14. Have your rate card prices for online display gone up or down inthe last year? 70% 61% 60% 50% 46% 40% 40% 30% 22% 20% 17% 14% 10% 0% Increased Decreased Stayed the same 2009 2011 Econsultancy / Rubicon Project Online Publishers Survey 2011| 14 | Online Publishers Survey 2011
  • 15. Regional breakdown – Have your rate card prices for online displaygone up or down in the last year? 60% 49% 50% 46% 42% 40% 36% 30% 20% 14% 12% 10% 0% Increased Decreased Stayed the same US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 15 | Online Publishers Survey 2011
  • 16. Use of ad serving platforms | 16| Course Title
  • 17. Which ad serving platform do you use? 50% 47% 45% 40% 35% 30% 25% 20% 16% 15% 11% 10% 9% 6% 5% 4% 3% 2% 2% 0% DoubleClick In-house ADTECH OpenX 24/7 Real Smart Atlas TradeDoubler Other (Dart for technology Media (Open AdServer publishers) Ad Stream) Econsultancy / Rubicon Project Online Publishers Survey 2011| 17 | Online Publishers Survey 2011
  • 18. Regional breakdown – Which ad serving platform do you use? 70% 60% 57% 49% 50% 40% 30% 20% 14% 11% 11% 12% 9% 10% 7% 6% 5% 6% 3% 3% 2% 2% 2% 0% 0% 0% DoubleClick In-house OpenX 24/7 Real ADTECH Atlas Smart TradeDoubler Other (Dart for technology Media (Open AdServer publishers) Ad Stream) US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 18 | Online Publishers Survey 2011
  • 19. Display inventory sold on a real-time bidding basis | 19| Course Title
  • 20. Is any of your display inventory sold on an RTB basis? 44% 56% Yes No Econsultancy / Rubicon Project Online Publishers Survey 2011| 20 | Online Publishers Survey 2011
  • 21. Regional breakdown – Is any of your display inventory sold on areal-time bidding (RTB) basis? 70% 60% 59% 51% 50% 49% 41% 40% 30% 20% 10% 0% Yes No US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 21 | Online Publishers Survey 2011
  • 22. Proportion of remnant display revenue coming from RTB | 22| Course Title
  • 23. Approximately what percentage of your remnant displayadvertising revenue comes from RTB? Average Global 26% US / Canada 31% Europe 22%| 23 | Online Publishers Survey 2011
  • 24. Approximately what percentage of your remnant displayadvertising revenue comes from RTB? 40% 35% 34% 30% 25% 20% 20% 15% 13% 12% 10% 7% 5% 4% 4% 2% 1% 1% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% Econsultancy / Rubicon Project Online Publishers Survey 2011| 24 | Online Publishers Survey 2011
  • 25. Regional breakdown – Approximately what percentage of yourremnant display advertising revenue comes from RTB? 45% 41% 40% 35% 30% 25% 25% 23% 20% 19% 17% 15% 14% 11% 10% 9% 8% 7% 7% 5% 5% 3% 3% 3% 1% 2% 1% 0% 0% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 25 | Online Publishers Survey 2011
  • 26. Increase in remnant revenue as a result of RTB | 26| Course Title
  • 27. By how much has your overall remnant revenue increased as aresult of RTB? Average Global 20% US / Canada 21% Europe 18%| 27 | Online Publishers Survey 2011
  • 28. By how much has your overall remnant revenue increased as aresult of RTB? 50% 46% 45% 40% 35% 30% 25% 20% 17% 14% 15% 10% 8% 5% 4% 5% 2% 2% 1% 2% 1% 0% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% Econsultancy / Rubicon Project Online Publishers Survey 2011| 28 | Online Publishers Survey 2011
  • 29. Regional breakdown – By how much has your overall remnantrevenue increased as a result of RTB? 60% 53% 50% 40% 36% 30% 20% 19% 17% 16% 11% 11% 10% 6% 5% 6% 4% 4% 3% 2% 2% 2% 2% 2% 2% 0% 0% 0% 0% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 29 | Online Publishers Survey 2011
  • 30. Use of targeting | 30| Course Title
  • 31. What kind of targeting do you offer to increase the value ofinventory on your web property or properties? 80% 71% 70% 60% 55% 51% 50% 41% 40% 30% 30% 22% 19% 20% 14% 12% 10% 5% 0% Econsultancy / Rubicon Project Online Publishers Survey 2011| 31 | Online Publishers Survey 2011
  • 32. Selling audience extension packages | 32| Course Title
  • 33. Do you sell audience extension packages? 21% 53% 25% Yes No, but we plan to within the next 12 months No, and no plans to do so Econsultancy / Rubicon Project Online Publishers Survey 2011| 33 | Online Publishers Survey 2011
  • 34. Regional breakdown – Do you sell audience extension packages? 60% 53% 52% 50% 40% 32% 29% 30% 20% 18% 16% 10% 0% Yes No, but we plan to within the next No, and no plans to do so 12 months US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 34 | Online Publishers Survey 2011
  • 35. Impact of trading desks | 35| Course Title
  • 36. Has your business been affected by the rise of trading desks? 60% 52% 50% 40% 30% 26% 20% 14% 10% 8% 0% Yes, we have seen an Yes, we have seen a No Too early to say increase in spend decrease in spend Econsultancy / Rubicon Project Online Publishers Survey 2011| 36 | Online Publishers Survey 2011
  • 37. Regional breakdown – Has your business been affected by the riseof trading desks? 60% 56% 49% 50% 40% 30% 28% 25% 20% 13% 12% 10% 10% 6% 0% Yes, we have seen an Yes, we have seen a No Too early to say increase in spend decrease in spend US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 37 | Online Publishers Survey 2011
  • 38. Number of networks that publishers work with | 38| Course Title
  • 39. How many different online ad networks do you work with? 40% 37% 35% 30% 25% 25% 20% 19% 16% 15% 14% 13% 10% 10% 9% 10% 9% 9% 7% 7% 6% 5% 5% 4% 2% 0% 1 2 3 4 5 6-10 11-15 16-20 More than 20 2009 2011 Econsultancy / Rubicon Project Online Publishers Survey 2011| 39 | Online Publishers Survey 2011
  • 40. Regional breakdown – How many different online ad networks doyou work with? 25% 22% 20% 20% 17% 17% 15% 14% 13% 13% 12% 11% 11% 10% 10% 9% 8% 7% 7% 7% 5% 4% 1% 0% 1 2 3 4 5 6-10 11-15 16-20 More than 20 US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 40 | Online Publishers Survey 2011
  • 41. Are publishers working with more or less networks than a year ago? | 41| Course Title
  • 42. Are you working with more or less online ad networks than youwere a year ago? 60% 50% 48% 41% 40% 39% 33% 30% 28% 20% 11% 10% 0% More ad networks Fewer ad networks The same 2009 2011 Econsultancy / Rubicon Project Online Publishers Survey 2011| 42 | Online Publishers Survey 2011
  • 43. Regional breakdown – Are you working with more or less online adnetworks than you were a year ago? 45% 41% 40% 38% 35% 32% 30% 29% 30% 30% 25% 20% 15% 10% 5% 0% More ad networks Fewer ad networks The same US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 43 | Online Publishers Survey 2011
  • 44. Proportion of display advertising inventory which goes to ad networks | 44| Course Title
  • 45. What proportion of your online display advertising inventory goesto ad networks? Average Global 42% US / Canada 51% Europe 34%| 45 | Online Publishers Survey 2011
  • 46. What proportion of your online display advertising inventory goesto ad networks? 18% 16% 16% 14% 14% 14% 12% 12% 10% 9% 9% 8% 7% 7% 6% 6% 5% 4% 2% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% Econsultancy / Rubicon Project Online Publishers Survey 2011| 46 | Online Publishers Survey 2011
  • 47. What proportion of your online display advertising inventory goesto ad networks? 25% 21% 20% 20% 19% 15% 14% 13% 12% 11% 11% 10% 10% 10% 9% 7% 7% 6% 6% 5% 5% 5% 5% 4% 3% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 47 | Online Publishers Survey 2011
  • 48. Proportion of display advertising revenue which comes from ad networks | 48| Course Title
  • 49. What proportion of your online display advertising revenue comesfrom ad networks? 35% 30% 30% 25% 20% 15% 12% 12% 12% 10% 9% 9% 5% 5% 4% 4% 1% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% Econsultancy / Rubicon Project Online Publishers Survey 2011| 49 | Online Publishers Survey 2011
  • 50. Regional breakdown – What proportion of your online displayadvertising revenue comes from ad networks? 40% 38% 35% 30% 25% 25% 20% 16% 15% 14% 12% 13% 13% 11% 10% 8% 8% 7% 7% 6% 6% 6% 5% 3% 2% 1% 1% 1% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 50 | Online Publishers Survey 2011
  • 51. Challenges faced when working with networks | 51| Course Title
  • 52. What are the challenges you face working with online advertisingnetworks? 70% 61% 60% 57% 53% 50% 49% 45% 40% 32% 32% 30% 28% 22% 23% 22% 20% 15% 10% 7% 5% 0% Difficulties Erosion of rate Discrepancies Channel Data leakage Poor / Revenue Other with ad quality card (reducing between conflict infrequent collection CPMs / prices) network data reporting Note: The ‘revenue collection’ option and our data was phrased differently in the 2009 report (‘time spent chasing 2009 2011 payment’). ‘Channel conflict’ and ‘data leakage’ were new options in 2011 report, so there is no trend data. Econsultancy / Rubicon Project Online Publishers Survey 2011| 52 | Online Publishers Survey 2011
  • 53. Are publishers willing to accept a higher CPM if ad networks are allowed to drop cookies on their users? | 53| Course Title
  • 54. Are you willing to accept ad networks dropping a cookie on yourusers in return for a higher CPM? 50% 45% 45% 41% 40% 37% 36% 35% 30% 25% 23% 20% 19% 15% 10% 5% 0% Yes No Maybe 2009 2011 Econsultancy / Rubicon Project Online Publishers Survey 2011| 54 | Online Publishers Survey 2011
  • 55. Regional breakdown – Are you willing to accept ad networksdropping a cookie on your users in return for a higher CPM? 45% 40% 40% 39% 40% 35% 34% 30% 26% 25% 20% 20% 15% 10% 5% 0% Yes No Maybe US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 55 | Online Publishers Survey 2011
  • 56. Reasons for not working with networks | 56| Course Title
  • 57. Why don’t you work with online advertising networks? 60% 50% 50% 46% 41% 40% 38% 36% 32% 30% 30% 24% 23% 20% 12% 9% 10% 0% Conflict with in- Rates too low Difficulties with ad Erosion of rate Too time- Issues with house / direct quality card (reducing consuming revenue sales CPMs / prices) collection 2009 2011 Note: ‘Issues with revenue collection’ was a new option in the 2011 report, so there is no trend data. Econsultancy / Rubicon Project Online Publishers Survey 2011| 57 | Online Publishers Survey 2011
  • 58. Benefits of working with supply-side platforms | 58| Course Title
  • 59. What are the benefits of working with a supply-side platform? 70% 60% 58% 54% 50% 48% 40% 35% 31% 30% 20% 14% 10% 7% 0% Opens up Incremental Extracting Free up sales Ensure ad Reduce Other inventory to revenue greater value force quality channel conflict RTB from inventory Econsultancy / Rubicon Project Online Publishers Survey 2011| 59 | Online Publishers Survey 2011
  • 60. Use of private ad exchanges | 60| Course Title
  • 61. Have you implemented a private ad exchange yet? 10% 55% 35% Yes, this is live No, but we are planning to No plans for this Econsultancy / Rubicon Project Online Publishers Survey 2011| 61 | Online Publishers Survey 2011
  • 62. Regional breakdown – Have you implemented a private adexchange yet? 60% 57% 53% 50% 40% 35% 36% 30% 20% 11% 10% 8% 0% Yes, this is live No, but we are planning to No plans for this US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 62 | Online Publishers Survey 2011
  • 63. Revenue and lift on yield | 63| Course Title
  • 64. Is your private ad exchange showing demonstrable revenue andoverall positive lift on yield? 22% 78% Yes No Econsultancy / Rubicon Project Online Publishers Survey 2011| 64 | Online Publishers Survey 2011
  • 65. Regional breakdown – Is your private ad exchange showingdemonstrable revenue and overall positive lift on yield? 120% 100% 100% 80% 73% 60% 40% 27% 20% 0% 0% Yes No US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 65 | Online Publishers Survey 2011
  • 66. Impact of data privacy laws on revenue | 66| Course Title
  • 67. Do you expect changes to data privacy laws to have an impact onyour revenue? 5% 40% 54% Yes, significant negative impact Yes, minor negative impact No Econsultancy / Rubicon Project Online Publishers Survey 2011| 67 | Online Publishers Survey 2011
  • 68. Regional breakdown – Do you expect changes to data privacy lawsto have an impact on your revenue? 60% 54% 53% 50% 42% 40% 40% 30% 20% 10% 7% 4% 0% Yes, significant negative impact Yes, minor negative impact No US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 68 | Online Publishers Survey 2011
  • 69. Implementation of Online Behavioural Advertising (OBA) compliance | 69| Course Title
  • 70. Do you plan to implement Online Behavioural Advertising (OBA)compliance? 30% 25% 25% 23% 21% 20% 20% 15% 11% 10% 5% 0% We are already Yes, within three Yes, within six Yes, after six months No compliant months months Econsultancy / Rubicon Project Online Publishers Survey 2011| 70 | Online Publishers Survey 2011
  • 71. Regional breakdown – Do you plan to implement OnlineBehavioural Advertising (OBA) compliance? 30% 27% 25% 23% 23% 23% 22% 20% 20% 20% 19% 16% 15% 10% 8% 5% 0% We are already Yes, within three Yes, within six Yes, after six months No compliant months months US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 71 | Online Publishers Survey 2011
  • 72. Understanding of data privacy law and its implications | 72| Course Title
  • 73. How well does your business understand data privacy law and itsimplications for you as a publisher? 21% 35% 44% Good understanding Reasonable understanding Poor understanding Econsultancy / Rubicon Project Online Publishers Survey 2011| 73 | Online Publishers Survey 2011
  • 74. How well does your business understand data privacy law and itsimplications for you as a publisher? 50% 45% 45% 42% 40% 40% 35% 30% 30% 25% 25% 20% 18% 15% 10% 5% 0% Good understanding Reasonable understanding Poor understanding US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 74 | Online Publishers Survey 2011
  • 75. Concerns about changes to data privacy laws | 75| Course Title
  • 76. Are you worried about the changes to data privacy laws? 6% 51% 43% Yes, extremely worried Yes, worried No Econsultancy / Rubicon Project Online Publishers Survey 2011| 76 | Online Publishers Survey 2011
  • 77. Regional breakdown – Are you worried about the changes to dataprivacy laws? 60% 51% 51% 50% 45% 42% 40% 30% 20% 10% 8% 4% 0% Yes, extremely worried Yes, worried No US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 77 | Online Publishers Survey 2011
  • 78. Ad Networks Findings | 78| Course Title
  • 79. Inventory purchasing | 79| Course Title
  • 80. Do you purchase inventory from the following? (ad networkssurvey) 90% 81% 80% 70% 70% 61% 60% 60% 50% 40% 30% 20% 10% 0% Publishers directly Supply Side Platforms Other online advertising Online advertising (SSPs), e.g. the Rubicon networks exchanges Project Econsultancy / Rubicon Project Online Publishers Survey 2011| 80 | Online Publishers Survey 2011
  • 81. Investing in real-time bidding technology | 81| Course Title
  • 82. Are you investing in real-time bidding (RTB) technology? (adnetworks survey) 30% 29% 25% 24% 20% 15% 15% 15% 10% 9% 8% 5% 0% Yes, our own Yes, third party Yes, a No, but we plan toNo, but we plan to No, and we do technology technology combination of within the next 6 within the next 12 not plan to invest our own and third months months party technology Econsultancy / Rubicon Project Online Publishers Survey 2011| 82 | Online Publishers Survey 2011
  • 83. Regional breakdown – Are you investing in real-time bidding (RTB)technology? (ad networks survey) 35% 33% 31% 30% 25% 22% 20% 20% 19% 17% 15% 14% 11% 11% 10% 8% 6% 6% 5% 0% Yes, our own Yes, third party Yes, a No, but we plan toNo, but we plan to No, and we do technology technology combination of within the next 6 within the next 12 not plan to invest our own and third months months party technology US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 83 | Online Publishers Survey 2011
  • 84. Use of real-time bidding for buying and selling | 84| Course Title
  • 85. Do you use real-time bidding (RTB) for any of the following? (adnetworks survey) 25% 31% 7% 37% Buying Selling Both Not relevant Econsultancy / Rubicon Project Online Publishers Survey 2011| 85 | Online Publishers Survey 2011
  • 86. Regional breakdown – Do you use real-time bidding (RTB) for anyof the following? (ad networks survey) 40% 37% 35% 31% 31% 31% 30% 28% 26% 25% 20% 15% 11% 10% 6% 5% 0% Buying Selling Both Not relevant US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 86 | Online Publishers Survey 2011
  • 87. Using a supply-side platform exclusively for real-time bidding | 87| Course Title
  • 88. Regional breakdown – Do you use a supply-side platformexclusively for RTB? (ad networks survey) 80% 76% 70% 66% 60% 50% 40% 34% 30% 24% 20% 10% 0% Yes No US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 88 | Online Publishers Survey 2011
  • 89. Do you use a supply-side platform exclusively for RTB? (adnetworks survey) 29% 71% Yes No Econsultancy / Rubicon Project Online Publishers Survey 2011| 89 | Online Publishers Survey 2011
  • 90. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by anymeans, electronic or mechanical, including photocopy, recording or any information storage and retrievalsystem, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011.| 90 | Online Publishers Survey 2011