ICT Media

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

  • ACC335489
  • 247 Pages
  • March 2015
  • ICT Media

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.


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