October 2009 – The “Ad Revenue 2009 Report”
PubMatic worked with digital media consultant Bennett Zucker to conduct a series of interviews with online advertising executives. The report was unveiled at PubMatic’s Ad Revenue 2009 conference to help premium online publishers better navigate the segments and companies within the 2nd Channel ecosystem as objectively as possible.
The 2nd Channel Ecosystem is comprised of nine primary segments that are driving up the value of premium online publisher ad inventory:
• Media Buying Platforms: Also referred to as “buy side optimisation platforms,” this new segment within online display advertising works directly with ad agencies to improve efficiencies of working with ad networks and ad exchanges, including more precise audience targeting and improved campaign analytics.
• Dynamic Ad Creative Technologies: The companies in this segment have technology that changes an advertiser’s message to change depending on the user that is viewing it, allowing the messaging to be more personalized, and therefore improving campaign performance.
• Data Exchanges & Platforms: Marketplaces designed specifically to buy and sell data allow advertisers to buy specific audiences and publishers to earn revenue from data sales in this marketplace.
• Ad Networks & Targeting Platforms: Ad networks sell inventory that a publisher cannot sell themselves largely due to an excess of advertising inventory. There are several types of ad networks including vertical, behavioral, contextual, rich media, video, and more.
• Ad Exchanges: Ad exchanges offer publishers the ability to turn tough-to-monetize ad impressions into revenue by bringing market liquidity in the form of demand equal to the abundance of supply.
• Ad Servers: While not a new segment, ad servers are mission critical for publishers. Virtually every ad served is a result of multiple ad servers that work together in order to deliver and track ads in milliseconds.
• Ad Revenue Optimizers: Sometimes called ad network optimizers, this segment allows publishers to work with a large number of ad networks at one time. The segment also works with premium publishers to increase ad revenue leveraging various technologies, while also helping to protect the publisher’s brand by keeping unwanted advertisements off of their sites.
• Site Inventory & Sales Management Tools: Companies in this segment are often used to help online publishers package, price, and sell their inventory based on a number of complex variables including price forecasting and yield management.
• Measurement & Analytics: This segment is comprised of several smaller sub-segments including companies that check ad effectiveness through surveys, companies that verify campaigns to ensure the reporting is as accurate as possible, and analytical companies that help publishers to plan for future campaigns.
Download the full report at: http://tinyurl.com/yk52kb9
Download an extract of the report at: http://tinyurl.com/ykqaau3
