RTB and Ad Server Facts and Figures 2012

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Some data I collected while researching the RTB ad tech space.

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  • 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

    1. 1. RTB and Ad Server Facts and Figures 2012Kirby Winfield
    2. 2. 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
    3. 3. 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
    4. 4. The world’s largest display marketplace grew RTB 850% in 1 year Google has invested morethan $1B in RTB since 2009
    5. 5. 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
    6. 6. Market Share by Volume Monthly Impressions (B) 30 MediaMath 600 60 40 Atlas 120 60 120 OpenX 150 Right Media 150 Google AdX 150 350 ZEDO Xaxis Appnexus DataXu200 Turn 350 AdMeld 250 Rubicon 300 Pubmatic 3.26 Trillion Monthly Impressions 330 MediaMind Pointroll Mediaplex
    7. 7. 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

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