Research Presentation: RTB: The Road And Market Ahead
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Transcript of Research Presentation: RTB: The Road And Market Ahead
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Real-Time Bidding: The Road And Market Ahead Twitter: KarstenW
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IDC WorldwideNew Media
Market Model2H-2012
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Display Ad Sales = Newspaper Ad Sales
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Programmatic Trading Has Been Around For A While
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GONE IN
30MILLISECONDS
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I
RTB
Video
27%
RTB
53%
Mobile
36%
2012 – 2016 CAGR
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2009 2010 2011 2012 2013 2014 2015 20160
2
4
6
8
10
12
14
16
U.S. Western EuropeJapan ChinaCentral and Eastern Europe Latin AmericaMiddle East and Africa RoW
$B
RTB-Based Ad Spending 2009 - 2016
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Well, here's another nice mess you've gotten me into!
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2009 2010 2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
Total Display Ad Spend Indirect SalesProgrammatic RTB
Indirect Sales as Source for RTB Sales, U.S.
$B
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2009 2010 2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
Total Display Ad Spend Indirect SalesProgrammatic RTB
Indirect Sales as Source for RTB Sales, U.S.
$B
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2009 2010 2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
Total Display Ad Spend Indirect SalesProgrammatic RTB
Indirect Sales as Source for RTB Sales, U.S.
$B
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2009 2010 2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
Total Display Ad Spend Indirect SalesProgrammatic RTB
Indirect Sales as Source for RTB Sales, U.S.
$B
Next Stops: Mobile Ads?Video Ads?
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RTB and
Brand
Campaig
ns
Direct Display Sales – One
Innovation Away From Disruption
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