Ad Execs: More Than Half Our Display Ads Now Bought Via Nets, DSPs, Exchanges
By platform, the study found that ad networks still account for the majority of online display advertising buys, representing 55% of the inventory, according to the respondents, followed by DSPs (32%) and exchanges (30%). Those numbers add up to more than 100, because the purchasing platforms are not mutually exclusive and are frequently used together.
The study found that the role of DSPs is much greater in North America than in Europe. Half of all online display ad buys placed by American companies are now made through a DSP vs. only 27% in Europe.
The study also found that almost half (46%) of online display advertising media plans now include ad networks, up from 32% in 2009.
The results "reflect the huge transformation of the online display advertising environment since we last carried out this research two years ago," stated Linus Gregoriadis, Research Director at Econsultancy, adding: "Ad networks and exchanges continue to prosper, while real-time bidding is having a major impact on the industry and is fuelling the growth of demand-side and supply-side platforms."
The study is based on responses of more than 400 advertisers and agencies worldwide.
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Great to see numbers behind the massive industry adoption we see behind real-time bidding in our day-to-day. I wonder how much budget allocated to Ad Nets is actually delivered via direct publisher relationships vs. DSPs/SSPs. Seems they're enabling the audience targeting that has gained popularity for differentiation in that space. It would be interesting to see the study broken down by inventory sold via RTB or not, and how that maps to inventory quality. In video, we’ve seen increased traction with premium publishers enjoying higher CPMs brought about by increased competition facilitated by RTB.