Some data I collected while researching the RTB ad tech space.

1. RTB and Ad Server Facts and Figures 2012
Kirby Winfield

2. State of Play
RTB is Replacing the Ad Server
Ad servers RTB
 Ad servers are reactive to disruptive  RTB revenue will be $3.1B in 2013**
technology and view it through lens
 RTB platforms view new ad tech as
of client demand
an asset for their consumption, not
 Ad servers are evolving into revenue just their clients’
stacks
 SSPs are displacing publisher side
OAS  Xaxis ad servers
DCLK  Google AdX/AdMeld Ad nets Collective, Adconion, others
moved to AppNexus
Atlas  AppNexus
*Source: ABI Research, 2009 **Source: eMarketer 2011

3. RTB Will Be $2B in 2012 and Represents
20% of All Display
RTB Revenue ($B) % of All Display Revenue From RTB
$2.50 25%
$2.00 20%
15%
$1.50
RTB Revenue ($B)
$1.00 10%
$0.50 5%
7x Growth in 2 years
$-
2010 2011 2012
Source: IDC, eMarketer

4. The world’s largest display marketplace
grew RTB 850% in 1 year
Google has invested more
than $1B in RTB since 2009

5. Top 5 pubs running material revenue
through RTB TODAY
2012 Estimated RTB Ad Revenue (MM)
$78.00
$96.00 $388.00
$246.00
Facebook
Yahoo!
Google
Microsoft
AOL
$250.00
Source: eMarketer and IDC, 2011

6. Market Share by Volume
Monthly Impressions (B)
30 MediaMath
600
60 40 Atlas
120 60
120 OpenX
150
Right Media
150
Google AdX
150 350 ZEDO
Xaxis
Appnexus
DataXu
200 Turn
350
AdMeld
250 Rubicon
300 Pubmatic
3.26 Trillion Monthly Impressions 330 MediaMind
Pointroll
Mediaplex

7. Analysis – 4th party ad serving tech
Publisher side ad transaction capability
Ad Servers RTB
 Pros
Lightly funded
 Pros
Simply integrated
Tech is where premium and non-direct
 Cons market are headed
Old tech  Cons
Low revs/margins Expensive