Digital video adtech providers booked $7.3 billion in 2014 global net revenue, with ecosystem-wide comparable growth from all formats, screens and devices supported projected to increase 22% - 31% in 2015, according to this vendor, solutions, marketplace, business operations and inventory management report.
Spend enabled through video adtech systems rose by 33.9% in 2014 to $11.8 billion across all geographies. Vendor revenue, share and CAGR by segment are calculated as topline (which may include spend) minus any media cost payouts when vendors manage, take possession of, or arbitrage avails.
This due diligence level study, Digital Video AdTech 2015 - 2017: Monetizing Beyond the Linear Clock, unifies systematic research initiatives spanning the buy side and programmatic systems (DSPs), supply side and programmatic systems (SSPs), ad networks, audience and trafficking platforms to explain the structural work/dollar flow connecting these marketplaces that deliver ecosystem value.
Digital video spend is analyzed by each adtech provider, and includes desktop, mobile, tablet, set top box VOD, device-centric authenticated sign-in services. Avails are contained in long-form, short-form, in-app, web only media, and through distributed media players bundled with creative (i.e. outstream video).
In-stream and in-banner video is running across sites, networks, aggregators, distributed through viral/direct brand campaigns, and broken out by platform and pricing (media and trafficking CPMs).
Briefings conducted with top industry executive, tech and sales talent contained in a series of Q & A’s adds rich contextual understandings into how digital video adtech systems and marketplaces operate, why and where the industry is performing well, and what needs to be done to maintain forward momentum.
Challenges facing digital video adtech include reducing workflow complexity, simplifying layers of technology lashed together over the years causing impression handoff headaches, as well providing for greater access to deterministic audience data.
EXECUTIVE SUMMARY
DIGITAL VIDEO ADTECH 2015 - 2017: MONETIZING BEYOND THE LINEAR CLOCK
Inventory management, trafficking and media clearing ecosystem fundamentals:The Business of Digital Video is Complex
The digital video adtech marketplace supports a wide array of impression formats and platform solutions
DIGITAL VIDEO ADTECH MARKETPLACES AND PLATFORMS MANAGE $11.85 BILLION IN GLOBAL SPEND IN 2014
GLOBAL DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014
DOMESTIC DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014
DIGITAL VIDEO ADTECH ECOSYSTEM: BUSINESS POSITIONING, PERFORMANCE AND NET VENDOR REVENUE 2008 - 2017
Digital Video AdTech Vendors 2015 - 2017: The monetization marketplace pays for removing
Layers of Cross Platform Complexity
The digital video adtech ecosystem generated $7.3 billion in net 2014 revenue, forecast at $9 billion in 2015
DIGITAL VIDEO ADTECH/ADVERTISING TERMINOLOGY AND DEFINITIONS
INTRODUCTION TO THE DIGITAL VIDEO ADTECH ECOSYSTEM 2015 - 2017
VENDORS ARE OPTIMIZING AGAINST AUDIENCES, SCREEN, DEVICE: IMPRESSION TRANSPARENCY AND MONETIZING BEYOND THE LINEAR CLOCK
Inventory management, trafficking and media clearing ecosystem fundamentals: The Business of Digital Video
Digital Video Adtech: A highly integrated ecosystem
The digital video adtech marketplace supports a wide array of impression formats and platform solutions
The digital adtech sector has experienced a significant amount of M & A activity and market consolidation; a trend expected to continue
DESKTOP/MOBILE VIDEO ADTECH PLATFORM M & A: PUBLIC AND PRIVATE TRADING/TAKE-OUT MULTIPLES 2005 - 2015
DIGITAL VIDEO ADTECH MARKETPLACES AND PLATFORMS MANAGE $11.85 BILLION IN GLOBAL SPEND IN 2014
GLOBAL DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014
DOMESTIC DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014
The fluid state of video ad technology adoption: Make, buy, license or outsource
Digital Video Adtech allocation of economic rents: Market position and revenue capture flow chart
Video spend economics and GRP economies: Screen depth creates more views, greater reach and in-stream inventory
Predictive analytics, combined with data-enhanced audience/impression analytics provide
brand advertisers greater confidence, but the user experience remains uneven
Digital video ad trafficking platforms engaged, and continue to engage with the highest level of spend over a 7-year period (2008 - 2014)
DOMESTIC DIGITAL VIDEO ADTECH CAGR: 2008 - 2014
VIDEO ADTECH VENDOR CATEGORY AND SPEND SHARE: 2008 - 2014
Automated trading: The state of programmatic digital video ad clearing 2015
Site serving is a large part of the digital video monetization marketplace, though 3rd party trafficking is increasing
IP-based authenticated sign-in is here, though currently a makeshift reality
Digital Video CPMs: Pricing consistency prevails on a per unit basis, though campaign
variability exists as the demand side angles for lower blended CPMs
Business operations and topline revenue recognition; Calculation of unduplicated digital
video ad spend and post publisher payout “net” revenue
Digital video adtech systems enable $11.8 billion in global spend
GLOBAL VIDEO ADTECH MEDIA SPEND 2008 - 2017
GLOBAL DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY SECTOR: UNDUPLICATED SPEND ANALYSIS 2008 - 2017
Video Inventory/Spend by adtech vendor category inventory and spend growth differential analysis
SSPs: DOMESTIC VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DSPs: GLOBAL VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DOMESTIC VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
Digital Video Ad Trafficking:
GLOBAL VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DOMESTIC VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
Ad Networks, Audience, Management, Marketplace and Marketing Platforms
GLOBAL VIDEO CROSS DEVICE AD NETWORKS AND MANAGEMENT PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DOMESTIC VIDEO CROSS DEVICE AD NETWORKS AND MANAGEMENT PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
LEGEND/NOTES: VIDEO ADTECH VENDOR POSITIONING AND BUSINESS EVOLUTION 2007 - 2015
DIGITAL VIDEO AD SERVING, DYNAMIC AD INSERTION/NON-LINEAR/LINEAR: BUSINESS MODELS 2015
DIGITAL VIDEO AUDIENCE NETWORKS, MARKETING PLATFORMS, CAMPAIGN MANAGEMENT TECHNOLOGIES, ANALYTICS AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015
DSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015
SSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015
Digital Video Adtech: Device Inventory Share, Global Reach, Domestic and International Operations by Solution/Vendor-2015
DIGITAL VIDEO ADTECH ECOSYSTEM: GLOBAL AUDIENCE AND DEVICE REACH 2015
Digital Video Adtech Net Revenue by Vendor Category; Marginal Performance Analysis: 2008 - 2017
Gross Margin or Equivalent Billing Against Spend
Trafficking
DIGITAL VIDEO AD TRAFFICKING: MARGINAL PERFORMANCE ANALYSIS 2008 - 2017
DIGITAL VIDEO AD SERVING NON-LINEAR/LINEAR: PLATFORM REVENUE 2008 - 2017
Networks and Marketing Platform Marginal Performance
CROSS DEVICE DIGITAL VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM REVENUE 2008 - 2017
CROSS DEVICE DIGITAL VIDEO ADTECH, AUDIENCE NETWORKS/MARKETING PLATFORMS 2015
Analysis Includes DoubleClick and Conversant 2007 - 2017
CROSS DEVICE DIGITAL VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM REVENUE 2007 - 2017
DSP Marginal Performance Analyzed Against Associated Media Spend
DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017
DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017
SSP Marginal Performance Analyzed Against Associated Media Spend
DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017
DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017
SECTION ONE
DIGITAL VIDEO ADTECH INVENTORY AND MEDIA SPEND ANALYTICS: DESKTOP IS STILL DOMINANT, BUT NEW VALUATION CURRENCIES ARE EXPANDING AVAIL OPPORTUNITIES
Automation: There is a shift toward trading efficiency in the marketplace
Brand dollars go where there is a two-way data flow
Marketers still rely on the desktop to deliver against digital video budget allocations, audience buys
Digital Video Inventory Machinations: Teasing out duplicated media, spend 2015 - 2017
CPMs Remain Stable in 2014 - 2015
Digital Video AdTech Inventory Globally at 1 trillion monthly avails, pre duplication removal analysis
DIGITAL VIDEO ADTECH SYSTEMS AND PLATFORMS: INVENTORY ACCESS AND AVAILABILITY 2010 - 2015
Digital Video Inventory and Impression Format Pricing Analysis: 2008 - 2014 by AdTech Vendor
DIGITAL VIDEO ADTECH PLATFORMS AND SERVICES: FORMATS AND INVENTORY PRICING 2008 - 2014
Digital Video AdTech-Enabled Media Spend (Globally-all formats supported) Tallies up to $19
billion in 2014, Prior to Duplicated Spend Analysis
DIGITAL VIDEO ADTECH: AGGREGATED MEDIA SPEND 2008 - 2014
Digital Video AdTech: 3.69 trillion annual impressions (globally) prior to duplicate inventory filtering analysis
VIDEO IMPRESSION ENGAGEMENT BY ADTECH SOLUTION: 2008 - 2014
THE DIGITAL VIDEO ADTECH ECOSYSTEM IMPRESSIONS AND SPEND 2008 - 2014 BY VENDOR SEGMENT
Digital Video AdTech Trafficking Impressions (all formats), plus video only and VOD impressions 2008 - 2014
IMPRESSIONS: DIGITAL VIDEO ADTECH AD SERVING 2008 2015 (ALL SUPPORTED FORMATS)
IMPRESSION ANALYTICS: DIGITAL VIDEO AD SERVING 2008 - 2015 (VIDEO ONLY)
Digital Video Networks and Marketing Platforms: 2008 - 2014
IMPRESSIONS: DIGITAL VIDEO CROSS-DEVICE NETWORKS/MARKETING PLATFORMS 2008 - 2015
DSPs and Digital Video Impressions 2008 - 2014
IMPRESSIONS: DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS 2008 - 2015 (ALL FORMATS)
SSPs and Digital Video Impressions: 2008 - 2014
IMPRESSIONS: DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS 2008 - 2015 (VIDEO ONLY)
GLOBAL DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY SECTOR:
UNDUPLICATED SPEND ANALYSIS 2008 - 2017
Digital video ad trafficking platforms handle the lion’s share of unduplicated media spend, or $6.55 billion in 2015 domestic billings
DOMESTIC/U.S. DIGITAL VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY SECTOR: UNDUPLICATED SPEND ANALYSIS 2008 - 2017
VIDEO ADTECH VENDOR CATEGORY AND SHARE OF SPEND: 2008 - 2014
The digital video adtech sector exhibits high double-digit CAGRs across all vendor segments
(2008 - 2014): SSPs, DSPs, Marketing Platforms, Data and Trafficking
DOMESTIC DIGITAL VIDEO ADTECH CAGR: 2008 - 2014
Digital Video AdTech Market Positions: Platforms, Trafficking, SSPs and DSPs Inventory and Media Spend 2008 - 2014
Networks and Marketing Platforms: Inventory and Media Spend Rates of Growth 2008 - 2014
GLOBAL VIDEO AD NETWORKS AND MARKETING PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DOMESTIC VIDEO AD NETWORKS AND MARKETING PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DIGITAL VIDEO ADTECH MEDIA SPEND: NETWORKS AND MARKETING PLATFORMS 2013 - 2014
DIGITAL VIDEO ADTECH MEDIA SPEND: AUDIENCE NETWORKS AND MARKETING PLATFORMS 2013 - 2014
Digital Video Ad Trafficking Platforms: Inventory and Spend Rates of Growth 2008 - 2014
GLOBAL VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DOMESTIC VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DIGITAL VIDEO ADTECH SOLUTIONS AND MEDIA SPEND: AD SERVING PLATFORMS 2013 - 2014
DIGITAL VIDEO ADTECH: AD SERVING 2013 - 2014 (VIDEO ONLY)
DSPs: Unduplicated Inventory and Spend Analysis 2008 - 2014
GLOBAL VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DOMESTIC VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS: 2013 - 2014
DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS: MEDIA SPEND 2013 - 2014
SSPs: Unduplicated Inventory and Spend Analysis 2008 - 2014
GLOBAL VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DOMESTIC VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH
DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS INVENTORY 2013 - 2014
DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: MEDIA SPEND ANALYSIS 2015
SECTION TWO
DIGITAL VIDEO ADTECH ECOSYSTEM: BUSINESS POSITIONING, MARGINAL PERFORMANCE AND NET VENDOR REVENUE 2008 - 2017
Digital Video AdTech Vendors 2015 - 2017: The monetization marketplace pays for removing Layers of Cross Platform Complexity
Build, Buy, License, Manage: There are multiple adtech engagement points that collectively enable digital video advertising
Buyers/demand siders control the budgets (money flow) and may also want to control aspects, or even the entire adtech supply chain
Digital Video AdTech Has Established Investment and Operational Value across the Global Marketplace
PUBLICLY TRADED ADTECH NETWORKS, SOLUTIONS AND PLATFORMS: 2014 MARKET VALUATIONS (NET OF DEBT)
The digital video adtech ecosystem generated $7.3 billion in net 2014 revenue, forecast at $9 billion in 2015
DIGITAL VIDEO ADTECH ECOSYSTEM: NET PLATFORM REVENUE ANALYSIS: 2008 - 2017
DIGITAL VIDEO ADTECH ECOSYSTEM: NET PLATFORM REVENUE ANALYSIS: 2008 - 2017
DIGITAL VIDEO ADTECH ECOSYSTEM: NET PLATFORM REVENUE VS. MEDIA SPEND ANALYSIS: 2008 - 2017
DIGITAL VIDEO ADTECH ECOSYSTEM: NET PLATFORM REVENUE VS. MEDIA SPEND ANALYSIS: 2008 - 2017
Digital Video AdTech Ecosystem: Tracking gross margins by vendor: 2014 - 2015
DIGITAL VIDEO ADTECH SOLUTIONS: ECOSYSTEM GROSS MARGIN ANALYSIS: 2014
The digital video adtech ecosystem: market positions, core technology and inventory management specialization 2015
THE DIGITAL VIDEO ADTECH ECOSYSTEM ALIGNMENT: MARKET POSITIONS AND INVENTORY MANAGEMENT SPECIALIZATION 2015 - 2017
LEGEND/NOTES: COMPANY POSITIONING AND BUSINESS MODEL EVOLUTION 2007 - 2015
The digital video ad trafficking segment: business models, pricing models and fees for services breakout 2015
DIGITAL VIDEO AD SERVING, DYNAMIC AD INSERTION/NON-LINEAR/LINEAR: BUSINESS MODELS 2015
Digital video adtech trafficking platforms generated topline revenue of $804 million in 2014; forecast at $1+ billion in 2015
DIGITAL VIDEO AD TRAFFICKING: MARGINAL PERFORMANCE ANALYSIS 2008 - 2017
Trafficking platforms have consistently exhibited double-digit annual rates of growth, 2008 - 2014
DIGITAL VIDEO AD SERVING: NON-LINEAR/LINEAR PLATFORM REVENUE 2008 - 2017
The digital video audience network, marketing platform and campaign management segment: business models, pricing models, revenue share rates and transaction fees 2015
DIGITAL VIDEO AUDIENCE NETWORKS, MARKETING PLATFORMS, CAMPAIGN MANAGEMENT
TECHNOLOGIES, ANALYTICS AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015
Net revenue (excluding Conversant and DoubleClick) at $1.9 billion in 2014; forecast at $2.4 billion in 2015
CROSS DEVICE DIGITAL VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM REVENUE 2008 - 2017
DIGITAL VIDEO ADTECH AUDIENCE / MARKETING PLATFORMS 2008 - 2017
The audience network, marketing platform and integrated services segment (including
Conversant and DoubleClick) generated $5.7 billion in 2014 revenue
DIGITAL VIDEO AD NETWORK / MARKETING PLATFORMS REVENUE 2007 - 2017
DIGITAL VIDEO ADTECH AUDIENCE, MARKETING PLATFORMS 2007 - 2017
DSPs and programmatic systems segment: Business models, payment rates, inventory pricing and fee structures 2015
DSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015
Digital DSPs (including DataXu) generated topline revenue (minus any media costs) of $575 million in 2014
DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017
DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017
DIGITAL VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017
SSPs and programmatic systems: business models, billing models, revenue share rates, licensing fees and inventory pricing 2015
SSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015
SSPs and programmatic systems capture $297 million in 2014 revenue
DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017
DIGITAL VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017
SECTION THREE
EXECUTIVE FORUM: Q & A WITH THE DIGITAL/LINEAR VIDEO ADTECH SECTOR
ADOBE PRIMETIME
ALTITUDE DIGITAL
BLACKARROW
BLINKX
CANOE
CINEMA6
CONVERSANT MEDIA
FREEWHEEL
JUN GROUP
RANT, INC
ROCKET FUEL
SIZMEK
SUNDAYSKY
TEADS
TREMOR VIDEO
VIDEOLOGY
VIDEOPLAZA
VIDIBLE.TV (a unit of AOL)
VISIBLE WORLD
YUME INC.
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