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Mobile AdTech 2015 - 2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility

 

 

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TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
Mobile Adtech/Spend and Business Operations Marketplace Overview 1
Mobile Adtech is a Sophisticated Inter-Connected System of Emerging Standards, Media Clearing and Campaign Management Tools 1
The Global Mobile Advertising Marketplace Worth $12.8 Billion In 2014 2
  GLOBAL MOBILE MEDIA SPEND: 2009 - 2017 4
  MOBILE ECOSYSTEM REVENUE: OWNERSHIP SHARE 5
  Mobile AdTech 101: Getting paid means sticking around: The keys to creating a sustainable market position 2015 - 2017 6
Profiting From Volatility: The Marketplace Is Forecast To Pay $14 Billion In 2015 Net Topline 6
  CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014 7
  MOBILE ECOSYSTEM REVENUE: OWNERSHIP SHARE 8
MOBILE ADTECH OPERATIONS, INVENTORY AND MEDIA SPEND: TERMS AND DEFINITIONS 9
OVERVIEW 13
Global Mobile Adtech Markets 2015 - 2017: Inventory, Spend, Revenue and Profit Payouts in an Era of Accelerated Volatility 13
Delivering and Measuring Mobile Media Spend and Adtech Operations Success: The Way Forward Means Staying Relevant 2015 - 2017 13
Mobile Adtech/Spend and Business Operations Marketplace Overview 13
Mobile Adtech is a Sophisticated Inter-Connected System of Emerging Standards, Media Clearing and Campaign Management Tools 14
The Rise of Mobile Programmatic Fueled by Format Standardization, Data, Buying at Scale and Cross-Platform 16
Mobile Adtech 2015-2017 and Media Budget Allocation: Who Gets Paid, How Much and Why 16
Mobile Adtech M & A has Reshaped the Entire Global Marketplace over the Past Two Years 17
  DESKTOP/MOBILE VIDEO AD NETWORK, SERVING AND ADTECH PLATFORM M & A DEALS, PUBLIC AND PRIVATE TRADING/TAKE-OUT MULTIPLES 2005 - 2014 19
Mobile Media Management: Adtech Ecosystem Alignment by Vendor Type 21
  Marketplace organization by vendor alignment 2015: DSPs, Marketplaces, Audience Networks and Data Science 21
  MOBILE ADTECH ECOSYSTEM VENDOR ALIGNMENT BY SPECIALIZATION 22
Mobile Adtech Inventory, Spend and Profit Sustainability by Vendor Segment 2015 - 2017 26
  How the Mobile AdTech Ecosystem Engages Media Spend 26
  SPEND CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014 26
 

MOBILE ADTECH VENDOR CAGR 2009 - 2014

27
  $ 12.8 billion in 2014 global media spend: The marketplace is standardizing buys against a CPM model 28
  GLOBAL MOBILE MEDIA SPEND: 2009 - 2017 29
  In-app versus mobile web: Both are valuable points on the monetization compass 31
  Mobile Impression Formats: Diversity and Flexibility 31
  MOBILE ADTECH FORMATS 2014/2015 33
Mobile Adtech: Pricing and Getting Paid in a Rapidly Evolving Marketplace 2015 - 2017 35
  Inventory and Operational Billing Models: Pricing media impressions, spend and participation formulae 35
  MOBILE ADTECH ECOSYSTEM AND GETTING PAID: BILLING MODELS: 2014/2015 37
  Fill rates are an elusive gauge of sellout success: The Facts on fill rates, eCPMs and spend trends 2015 39
  MOBILE ADTECH ECOSYSTEM INVENTORY FILL RATES AND eCPMs: 2009 - 2014 41
Marketing Platforms Assume Revenue Prominince: Printing $7.6 Billion in Net Platform Revenue in '14 42
  Mobile adtech: Net revenues and economic rent payment share 42
  MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 44
  Agencies and trading desks book $2.1 billion in mobile adtech, campaign management fees in 2014 46
  AGENCY FEES 2009 - 2014 46
Mobile Adtech Ecosystems Topics and Trends 2015 - 2017 47
  In-app inventory and media spend dynamics 47
  Audience reach, profiling and geographic/territorial investment, inventory and sellout dynamics 47
  Mobile audience and campaign data analytics 2015 - 2017: Persistent device and location sensing; increasing retail foot traffic 48
  R & D investment 2015 - 2017 49
  Headcount/hiring/staff 50
SECTION ONE 51
Mapping Media Spend Through the Mobile Adtech Ecosystem: How the Industry Allocates Revenues and Payments 51
Business Model Viability: Vendor Vertical Alignment, Participation Share, Services Rendered and Getting Paid 2015 51
  Mobile AdTech 101: Getting paid means staying relevant: The keys to creating a sustainable market position 2015 - 2017 51
Profiting From Volatility: The Marketplace is Forecast to Pay $14 Billion in 2015 Topline 51
  MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 53
How The Mobile Adtech Ecosystem Currently Allocates Revenue by Vendor Category through 2017 55
  MOBILE ADTECH REVENUE (NET) BY ECOSYSTEM VENDOR ALIGNMENT: 2009 - 2017 56
Facebook and Twitter Owned 61% of Total Platform Revenue in 2014; Increasing Share in 2015 59
  MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 63
Excluding Facebook and Twitter, DSPs are Forecast to Earn 15.5% of Ecosystem Revenue by 2017 67
  MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 (excludes Facebook and Twitter) 68
The Business Models: Participation Percentages for Mobile Adtech Solutions include Ad Trafficking, Impression Clearing, Analytics, Data, Media Representation Revenue Share 69
  Mobile adtech business models can be structured in multiple modes utilizing well- established billing norms 69
  MOBILE ADTECH ECOSYSTEM GETTING PAID: BILLING MODELS AND MARGINAL SHARE: 2014/2015 70
Audience Segmentation, Profiling, and Demographic Targeting is a Function of Reach 72
  MOBILE ADTECH ECOSYSTEM ENTRANTS AND REACH 2009 - 2014/2015 72
Duplicated and Non-Duplicated Inventory Analysis 2009 - 2014: Cutting Through the Impression Clutter 75
  MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015 76
Mobile Adtech: Beyond Talking Points and Echo Chamber Chatter, Here's How the Business Really Works 78
  CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014 79
  MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014 82
SECTION TWO 83
The Global Mobile Advertising Marketplace Worth $12.8 Billion in 2014 Net of Agency Fees 83
Expanding Budgets Transform Mobile Inventory into a Real Business Opportunity for Publishers and Vendors 83
  GLOBAL MOBILE MEDIA SPEND: 2009 - 2017 84
Mobile Media Spend: Mapping The Market 2014: Spend By Adtech Solutions Platform 87
  MOBILE ADTECH ECOSYSTEM MEDIA SPEND 2009 - 2014 88
  AGENCY FEES 2009 - 2014 90
Including Agency Fees, the Mobile Advertising Marketplace Generated $14.9 Billion in 2014 Spend 92
  GLOBAL MOBILE MEDIA SPEND AND AD ECOSYSTEM SOLUTION MARGINAL PERFORMANCE ANALYSIS: 2009 - 2017 93
  Mobile Adspend Exploits all Media Formats, particularly Performance-Driven Display, Rich Media and Video 95
  MOBILE ADTECH MARKET POSITIONS AND INVENTORY FORMATS: 2015 96
Facebook Display and More Premium Publisher Video Inventory has Raised eCPMs to $2.35 in 2014 100
  MOBILE ADTECH ECOSYSTEM INVENTORY GROWTH AND FILL RATES 2009 - 2014 100
  MOBILE ADTECH ECOSYSTEM FILL RATES AND eCPMs: 2009 - 2014 103
Inventory Reality Check: Non-Duplicated Impression Requests hitting 11 Trillion on an Annual Basis 106
  MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015 107
Inventory Fill Rates and Making Sense of Mobile Ad Spend 109
  MOBILE ADTECH ECOSYSTEM FORMATS AND FILL RATES: 2011 - 2014/2015 110
  MOBILE ADTECH ECOSYSTEM INVENTORY PRICING 2011 - 2014 113
Marketplaces, including Facebook and Twitter, have Risen to Mobile Ad Spend Prominance 115
  MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014 116
SECTION THREE 118
MOBILE ADTECH EXECUTIVE Q & A FORUM 118
  AMOBEE 118
  BLINKX 121
  BUZZCITY 125
  CONVERSANT MEDIA 130
  LOTAME 134
  MADHOUSE 137
  NEXAGE 141
  OPERA MEDIAWORKS (a fully-owned subsidiary of Opera Software) 145
  SMAATO 149
  TAPJOY 153
  THINKNEAR (a unit of Telenav) 157
  TREMOR VIDEO 160
  VERVE MOBILE 165


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