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Digital Video AdTech 2015 - 2017: Monetizing Beyond the Linear Clock

 

 

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TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
DIGITAL VIDEO ADTECH 2015 - 2017: MONETIZING BEYOND THE LINEAR CLOCK 1
  Inventory management, trafficking and media clearing ecosystem fundamentals: The Business of Digital Video is Complex 1
  The digital video adtech marketplace supports a wide array of impression formats and platform solutions 2
  DIGITAL VIDEO ADTECH MARKETPLACES AND PLATFORMS MANAGE $11.85 BILLION IN GLOBAL SPEND IN 2014 3
  GLOBAL DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014 4
  DOMESTIC DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014 5
  DIGITAL VIDEO ADTECH ECOSYSTEM: BUSINESS POSITIONING, PERFORMANCE AND NET VENDOR REVENUE 2008 - 2017 6
  MDigital Video AdTech Vendors 2015 - 2017: The monetization marketplace pays for removing Layers of Cross Platform Complexity 6
  The digital video adtech ecosystem generated $7.3 billion in net 2014 revenue, forecast at $9 billion in 2015 7
DIGITAL VIDEO ADTECH/ADVERTISING TERMINOLOGY AND DEFINITIONS 10
INTRODUCTION TO THE DIGITAL VIDEO ADTECH ECOSYSTEM 2015 - 2017 16
VENDORS ARE OPTIMIZING AGAINST AUDIENCES, SCREEN, DEVICE: IMPRESSION TRANSPARENCY AND MONETIZING BEYOND THE LINEAR CLOCK 16
  Inventory management, trafficking and media clearing ecosystem fundamentals: The Business of Digital Video 16
  Digital Video Adtech: A highly integrated ecosystem 19
  The digital video adtech marketplace supports a wide array of impression formats and platform solutions 20
  The digital adtech sector has experienced a significant amount of M & A activity and market consolidation; a trend expected to continue 22
  DESKTOP/MOBILE VIDEO ADTECH PLATFORM M & A: PUBLIC AND PRIVATE TRADING/TAKE-OUT MULTIPLES 2005 - 2015 23
DIGITAL VIDEO ADTECH MARKETPLACES AND PLATFORMS MANAGE $11.85 BILLION IN GLOBAL SPEND IN 2014 27
  GLOBAL DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014 28
  DOMESTIC DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014 29
  The fluid state of video ad technology adoption: Make, buy, license or outsource 30
  Digital Video Adtech allocation of economic rents: Market position and revenue capture flow chart 30
  Video spend economics and GRP economies: Screen depth creates more views, greater reach and in-stream inventory 30
  Predictive analytics, combined with data-enhanced audience/impression analytics provide brand advertisers greater confidence, but the user experience remains uneven 30
  Digital video ad trafficking platforms engaged, and continue to engage with the highest level of spend over a 7-year period (2008 - 2014) 32
  DOMESTIC DIGITAL VIDEO ADTECH CAGR: 2008 - 2014 34
  VIDEO ADTECH VENDOR CATEGORY AND SPEND SHARE: 2008 - 2014 36
  Automated trading: The state of programmatic digital video ad clearing 2015 37
  Site serving is a large part of the digital video monetization marketplace, though 3rd party trafficking is increasing 38
  IP-based authenticated sign-in is here, though currently a makeshift reality 39
  Digital Video CPMs: Pricing consistency prevails on a per unit basis, though campaign variability exists as the demand side angles for lower blended CPMs 40
  Business operations and topline revenue recognition; Calculation of unduplicated digital video ad spend and post publisher payout "net" revenue 40
  Digital video adtech systems enable $11.8 billion in global spend 41
  GLOBAL VIDEO ADTECH MEDIA SPEND 2008 - 2017 42
  GLOBAL DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY SECTOR: UNDUPLICATED SPEND ANALYSIS 2008 - 2017 43
  Video Inventory/Spend by adtech vendor category inventory and spend growth differential analysis 47
  SSPs: 47
  DOMESTIC VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 50
  DSPs: 51
  GLOBAL VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 51
  DOMESTIC VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 53
  Digital Video Ad Trafficking 54
  GLOBAL VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 54
  DOMESTIC VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 56
  Ad Networks, Audience, Management, Marketplace and Marketing Platforms 57
  GLOBAL VIDEO CROSS DEVICE AD NETWORKS AND MANAGEMENT PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 57
  DOMESTIC VIDEO CROSS DEVICE AD NETWORKS AND MANAGEMENT PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 59
  LEGEND/NOTES: VIDEO ADTECH VENDOR POSITIONING AND BUSINESS EVOLUTION 2007 - 2015 63
  DIGITAL VIDEO AD SERVING, DYNAMIC AD INSERTION/NON-LINEAR/LINEAR: BUSINESS MODELS 2015 64
  DIGITAL VIDEO AUDIENCE NETWORKS, MARKETING PLATFORMS, CAMPAIGN MANAGEMENT TECHNOLOGIES, ANALYTICS AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 65
  DSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 67
 
SSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015
67
  Digital Video Adtech: Device Inventory Share, Global Reach, Domestic and International Operations by Solution/Vendor-2015 68
  DIGITAL VIDEO ADTECH ECOSYSTEM: GLOBAL AUDIENCE AND DEVICE REACH 2015 68
  Digital Video Adtech Net Revenue by Vendor Category; Marginal Performance Analysis: 2008 - 2017 71
  Gross Margin or Equivalent Billing Against Spend 71
  Trafficking 71
  DIGITAL VIDEO AD TRAFFICKING: MARGINAL PERFORMANCE ANALYSIS 2008 - 2017 71
  DIGITAL VIDEO AD SERVING NON-LINEAR/LINEAR: PLATFORM REVENUE 2008 - 2017 73
  Networks and Marketing Platform Marginal Performance 74
  CROSS DEVICE DIGITAL VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM REVENUE 2008 - 2017 74
  CROSS DEVICE DIGITAL VIDEO ADTECH, AUDIENCE NETWORKS/MARKETING PLATFORMS 2015 76
  Analysis Includes DoubleClick and Conversant 2007 - 2017 77
  CROSS DEVICE DIGITAL VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM REVENUE 2007 - 2017 77
  DSP Marginal Performance Analyzed Against Associated Media Spend 79
  DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017 79
  DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017 81
  SSP Marginal Performance Analyzed Against Associated Media Spend 82
  DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 82
  DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 84
SECTION ONE 85
DIGITAL VIDEO ADTECH INVENTORY AND MEDIA SPEND ANALYTICS: DESKTOP IS STILL DOMINANT, BUT NEW VALUATION CURRENCIES ARE EXPANDING AVAIL OPPORTUNITIES 85
  Automation: There is a shift toward trading efficiency in the marketplace 85
  Brand dollars go where there is a two-way data flow 85
  Marketers still rely on the desktop to deliver against digital video budget allocations, audience buys 86
  Digital Video Inventory Machinations: Teasing out duplicated media, spend 2015 - 2017 86
  CPMs Remain Stable in 2014 - 2015 87
  Digital Video AdTech Inventory Globally at 1 trillion monthly avails, pre duplication removal analysis 89
  DIGITAL VIDEO ADTECH SYSTEMS AND PLATFORMS: INVENTORY ACCESS AND AVAILABILITY 2010 - 2015 90
  Digital Video Inventory and Impression Format Pricing Analysis: 2008 - 2014 by AdTech Vendor 92
  DIGITAL VIDEO ADTECH PLATFORMS AND SERVICES: FORMATS AND INVENTORY PRICING 2008 - 2014 92
  Digital Video AdTech-Enabled Media Spend (Globally--all formats supported) Tallies up to $19 billion in 2014, Prior to Duplicated Spend Analysis 94
  DIGITAL VIDEO ADTECH: AGGREGATED MEDIA SPEND 2008 - 2014 97
  Digital Video AdTech: 3.69 trillion annual impressions (globally) prior to duplicate inventory filtering analysis 100
  VIDEO IMPRESSION ENGAGEMENT BY ADTECH SOLUTION: 2008 - 2014 101
  THE DIGITAL VIDEO ADTECH ECOSYSTEM IMPRESSIONS AND SPEND 2008 - 2014 BY VENDOR SEGMENT 101
  Digital Video AdTech Trafficking Impressions (all formats), plus video only and VOD impressions 2008 - 2014 101
  IMPRESSIONS: DIGITAL VIDEO ADTECH AD SERVING 2008 2015 (ALL SUPPORTED FORMATS) 102
  IMPRESSION ANALYTICS: DIGITAL VIDEO AD SERVING 2008 - 2015 (VIDEO ONLY) 103
  Digital Video Networks and Marketing Platforms: 2008 - 2014 104
  IMPRESSIONS: DIGITAL VIDEO CROSS-DEVICE NETWORKS/MARKETING PLATFORMS 2008 - 2015 104
  DSPs and Digital Video Impressions 2008 - 2014 105
  IMPRESSIONS: DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS 2008 - 2015 (ALL FORMATS) 105
  SSPs and Digital Video Impressions: 2008 - 2014 106
  IMPRESSIONS: DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS 2008 - 2015 (VIDEO ONLY) 106
  GLOBAL DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY SECTOR: UNDUPLICATED SPEND ANALYSIS 2008 - 2017 110
  Digital video ad trafficking platforms handle the lion's share of unduplicated media spend, or $6.55 billion in 2015 domestic billings 111
  DOMESTIC/U.S. DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY SECTOR: UNDUPLICATED SPEND ANALYSIS 2008 - 2017 111
  VIDEO ADTECH VENDOR CATEGORY AND SHARE OF SPEND: 2008 - 2014 113
  The digital video adtech sector exhibits high double-digit CAGRs across all vendor segments (2008 - 2014): SSPs, DSPs, Marketing Platforms, Data and Trafficking 114
  DOMESTIC DIGITAL VIDEO ADTECH CAGR: 2008 - 2014 114
  Digital Video AdTech Market Positions: Platforms, Trafficking, SSPs and DSPs Inventory and Media Spend 2008 - 2014 117
  Networks and Marketing Platforms: Inventory and Media Spend Rates of Growth 2008 - 2014 117
  GLOBAL VIDEO AD NETWORKS AND MARKETING PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 119
  DOMESTIC VIDEO AD NETWORKS AND MARKETING PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 119
  DIGITAL VIDEO ADTECH MEDIA SPEND: NETWORKS AND MARKETING PLATFORMS 2013 - 2014 120
  DIGITAL VIDEO ADTECH MEDIA SPEND: AUDIENCE NETWORKS AND MARKETING PLATFORMS 2013 - 2014 122
  Digital Video Ad Trafficking Platforms: Inventory and Spend Rates of Growth 2008 - 2014 124
  GLOBAL VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 125
  DOMESTIC VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 126
  DIGITAL VIDEO ADTECH SOLUTIONS AND MEDIA SPEND: AD SERVING PLATFORMS 2013 - 2014 127
  DIGITAL VIDEO ADTECH: AD SERVING 2013 - 2014 (VIDEO ONLY) 128
  DSPs: Unduplicated Inventory and Spend Analysis 2008 - 2014 129
  GLOBAL VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 130
  DOMESTIC VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 131
  DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS: 2013 - 2014 132
  DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS: MEDIA SPEND 2013 - 2014 133
  SSPs: Unduplicated Inventory and Spend Analysis 2008 - 2014 134
  GLOBAL VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 135
  DOMESTIC VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 136
  DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS INVENTORY 2013 - 2014 137
  DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: MEDIA SPEND ANALYSIS 2015 138
SECTION TWO 139
DIGITAL VIDEO ADTECH ECOSYSTEM: BUSINESS POSITIONING, MARGINAL PERFORMANCE AND NET VENDOR REVENUE 2008 - 2017 139
  Digital Video AdTech Vendors 2015 - 2017: The monetization marketplace pays for removing Layers of Cross Platform Complexity 139
  Build, Buy, License, Manage: There are multiple adtech engagement points that collectively enable digital video advertising 140
  Buyers/demand siders control the budgets (money flow) and may also want to control aspects, or even the entire adtech supply chain 140
  Digital Video AdTech Has Established Investment and Operational Value across the Global Marketplace 140
  PUBLICLY TRADED ADTECH NETWORKS, SOLUTIONS AND PLATFORMS: 2014 MARKET VALUATIONS (NET OF DEBT) 142
  The digital video adtech ecosystem generated $7.3 billion in net 2014 revenue, forecast at $9 billion in 2015 143
  DIGITAL VIDEO ADTECH ECOSYSTEM: NET PLATFORM REVENUE ANALYSIS: 2008 - 2017 146
  DIGITAL VIDEO ADTECH ECOSYSTEM: NET PLATFORM REVENUE ANALYSIS: 2008 - 2017 147
  DIGITAL VIDEO ADTECH ECOSYSTEM: NET PLATFORM REVENUE VS. MEDIA SPEND ANALYSIS: 2008 - 2017 148
  DIGITAL VIDEO ADTECH ECOSYSTEM: NET PLATFORM REVENUE VS. MEDIA SPEND ANALYSIS: 2008 - 2017 149
  Digital Video AdTech Ecosystem: Tracking gross margins by vendor: 2014 - 2015 150
  DIGITAL VIDEO ADTECH SOLUTIONS: ECOSYSTEM GROSS MARGIN ANALYSIS: 2014 150
  The digital video adtech ecosystem: market positions, core technology and inventory management specialization 2015 153
  THE DIGITAL VIDEO ADTECH ECOSYSTEM ALIGNMENT: MARKET POSITIONS AND INVENTORY MANAGEMENT SPECIALIZATION 2015 - 2017 153
  LEGEND/NOTES: COMPANY POSITIONING AND BUSINESS MODEL EVOLUTION 2007 - 2015 156
  The digital video ad trafficking segment: business models, pricing models and fees for services breakout 2015 157
  DIGITAL VIDEO AD SERVING, DYNAMIC AD INSERTION/NON-LINEAR/LINEAR: BUSINESS MODELS 2015 157
  Digital video adtech trafficking platforms generated topline revenue of $804 million in 2014; forecast at $1+ billion in 2015 158
  DIGITAL VIDEO AD TRAFFICKING: MARGINAL PERFORMANCE ANALYSIS 2008 - 2017 159
  Trafficking platforms have consistently exhibited double-digit annual rates of growth, 2008 - 2014 160
  DIGITAL VIDEO AD SERVING: NON-LINEAR/LINEAR PLATFORM REVENUE 2008 - 2017 160
  The digital video audience network, marketing platform and campaign management segment: business models, pricing models, revenue share rates and transaction fees 2015 161
  DIGITAL VIDEO AUDIENCE NETWORKS, MARKETING PLATFORMS, CAMPAIGN MANAGEMENT TECHNOLOGIES, ANALYTICS AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 161
  Net revenue (excluding Conversant and DoubleClick) at $1.9 billion in 2014; forecast at $2.4 billion in 2015 163
  CROSS DEVICE DIGITAL VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM REVENUE 2008 - 2017 164
  DIGITAL VIDEO ADTECH AUDIENCE / MARKETING PLATFORMS 2008 - 2017 165
  The audience network, marketing platform and integrated services segment (including Conversant and DoubleClick) generated $5.7 billion in 2014 revenue 166
  DIGITAL VIDEO AD NETWORK / MARKETING PLATFORMS REVENUE 2007 - 2017 166
  DIGITAL VIDEO ADTECH AUDIENCE, MARKETING PLATFORMS 2007 - 2017 167
  DSPs and programmatic systems segment: Business models, payment rates, inventory pricing and fee structures 2015 168
  DSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 168
  Digital DSPs (including DataXu) generated topline revenue (minus any media costs) of $575 million in 2014 169
  DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017 170
  DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 170
  DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017 171
  SSPs and programmatic systems: business models, billing models, revenue share rates, licensing fees and inventory pricing 2015 171
  SSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 171
  SSPs and programmatic systems capture $297 million in 2014 revenue 172
  DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 173
  DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 174
SECTION THREE 175
EXECUTIVE FORUM: Q & A WITH THE DIGITAL/LINEAR VIDEO ADTECH SECTOR 175
  ADOBE PRIMETIME 175
  ALTITUDE DIGITAL 179
  BLACKARROW 182
  BLINKX 187
  CANOE 191
  CINEMA6 195
  CONVERSANT MEDIA 198
  FREEWHEEL 202
  JUN GROUP 206
  RANT, INC 211
  ROCKET FUEL 213
  SIZMEK 217
  SUNDAYSKY 221
  TEADS 226
  TREMOR VIDEO 229
  VIDEOLOGY 234
  VIDEOPLAZA 238
  VIDIBLE.TV (a unit of AOL) 240
  VISIBLE WORLD 242
  YUME INC. 247


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