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

Mobile AdTech 2015 - 2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility
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  • Jan 12, 2015
  • NA pages
  • AccuStream Research
Abstract
$14 billion in global ad spend rumbling through the mobile adtech ecosystem has undergone a striking transformation over the past 12 months, redefining how agencies (and agency trading desks), vendors and audience platforms engage with digital budgets, impressions and apportion subsequent profit splits.
AdTech volatility resonating across the vendor marketplace is pressed by the push to acquire scale quickly (i.e. M & A) to compete with display giants that own audience networks like Facebook, Google, Twitter and iAd.
Market positions analyzed in this research report include: 4th Screen Advertising, AdColony, Aditic/Sofialys, AdMob/Google AdSense, AdMobius, Admoda, AdsMobi , AdultModa, Amobee, AppFlood, AppNexus, Axionix, Blinkx, BrightRoll, BuzzCity, Byyd Tech Ltd., Casee, Conversant Media, DataXu, Facebook/Atlas/Instagram, Greystripe, iAd, InMobi , Jana Mobile, Jumptap, Komli Media/Mobile, Lotame, Madhouse, Madvertise, MediaBrix, Medialets, MediaMath, Millennial Media, Mobclix, Mobgold, Mobile Posse, MobileTheory, Mojiva/Mocean, Moolah Media, NDN,Nexage, Opera MediaWorks, OutSpoken, Pointroll, PubMatic, PulsePoint, Rhythm NewMedia, Smaato, StrikeAd, TapAd, Tapjoy, ThinkNear by Telenav, Third Screen Media/AOL Mobile, Tremor Video,Twitter, Twitter/MoPub, UpSight, Verve Mobile, Videoplaza, Voltari, xAD
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
List of Figures
List of Tables
Companies Covered