Proxy analysis based on mapping IDC RTB revs to eMarketer overall display revs. FB includes apps/games ad revs.
RTB and Ad Server Facts and Figures 2012
RTB and Ad Server Facts and Figures 2012Kirby Winfield
State of Play RTB is Replacing the Ad Server Ad servers RTB Ad servers are reactive to disruptive RTB revenue will be $3.1B in 2013** technology and view it through lens RTB platforms view new ad tech as of client demand an asset for their consumption, not Ad servers are evolving into revenue just their clients’ stacks SSPs are displacing publisher side OAS Xaxis ad servers DCLK Google AdX/AdMeld Ad nets Collective, Adconion, others moved to AppNexus Atlas AppNexus *Source: ABI Research, 2009 **Source: eMarketer 2011
RTB Will Be $2B in 2012 and Represents 20% of All Display RTB Revenue ($B) % of All Display Revenue From RTB$2.50 25%$2.00 20% 15%$1.50 RTB Revenue ($B)$1.00 10%$0.50 5% 7x Growth in 2 years $- 2010 2011 2012 Source: IDC, eMarketer
The world’s largest display marketplace grew RTB 850% in 1 year Google has invested morethan $1B in RTB since 2009
Top 5 pubs running material revenuethrough RTB TODAY 2012 Estimated RTB Ad Revenue (MM) $78.00 $96.00 $388.00$246.00 Facebook Yahoo! Google Microsoft AOL $250.00 Source: eMarketer and IDC, 2011
Analysis – 4th party ad serving tech Publisher side ad transaction capability Ad Servers RTB Pros Lightly funded Pros Simply integrated Tech is where premium and non-direct Cons market are headed Old tech Cons Low revs/margins Expensive