[May 02, 2016] |
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Technavio Expects the Automated Guaranteed Segment to Be the Fastest Growing Segment in the Global Programmatic Ad Spending Market Through 2020
According to the latest market study released by Technavio,
the global
programmatic ad spending market is expected to grow at a
CAGR of more than 20% during the forecast period.
This research report titled 'Global
Programmatic Ad Spending Market 2016-2020' provides an in-depth
analysis of the market in terms of revenue and emerging market trends.
This market research report also includes up to date analysis and
forecasts for various market segments and all geographical regions.
Request sample report: http://goo.gl/v84VV9
Based on type, the report categorizes the global programmatic ad
spending market into four segments, which include:
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Open auction
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Automated guaranteed
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Invitation-only
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Unreserved fixed-rate
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Features of various types of programmatic advertising
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Programmatic advertisement
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Inventory type
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Pricing
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Deal type
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Market share 2020
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Open auction
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Unreserved
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Auction
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One to all
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61.15%
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Automated guaranteed
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Reserved
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Fixed
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One to one
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22.22%
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Invitation-only
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Unreserved
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Auction
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One to few
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14.67%
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Unreserved fixed- rate
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Unreserved
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Fixed
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One to one
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1.96%
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Source (News - Alert): Technavio
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Global programmatic advertising market by open auction
The open auction segment is a public sale platform where publishers
allow any buyer to participate, assess the available inventory, and bid
in the auction. The winning bid's ad will be reflected on a publishers'
website.
In 2015, the open auction segment accounted for 88.54% of the market
share. However, other categories are expected to gain more traction in
future, hindering the market share of an open auction. The demand for
customized sale of publisher's inventory is high, which will pose stiff
competition to the open auction segment during the forecast period.
"With an increasing number of vendors venturing into the digital
segment, publishers can get the best price for their inventory through
open auction. Based on the load of available data and the history of the
audience browsing patterns, the ads can target the required audience,"
says Soumya Mutsuddi, a lead analyst at Technavio for publishing
and advertising research.
Global programmatic advertising market by automated guaranteed
In the automated guaranteed programmatic advertising platform, the
publisher reserves the inventory while the price is fixed. The campaign
trafficking process and request for proposal (RFP) are automated, and
the agreement is reached directly through application program interface
(API) calls.
The growth potential for the automated guaranteed segment is tremendous
as the inventory in the segment represents the premium advertisements
that include advertisements for major sporting events, homepage
takeovers, and pre-launch pages of websites. Publishers feel that they
are turning their premium inventory into a commodity by auctioning it as
the inventory is often undervalued if it is sold through auction. Hence,
these publishers sell their inventory at a niche price to a limited
number of vendors.
Global programmatic advertising market by invitation-only
An invitation-only programmatic advertising refers to a private
marketplace (PMP), which is similar to an open auction in pricing,
barring the fact that this auction is limited to only a reserved set of
buyers. The deals are more exclusive, and the invitation depends on the
buyer profile.
"One major factor influencing the segment's growth is its ability to
provide more control over the ads that are being displayed on
publisher's page. This is because publishers are aware of the types of
ads displayed on their inventory. The relativity of ads is high due to
which advertisers are willing to bid more to place their ads. For
instance, if the publisher has only invited advertisers whose profile
matches with sports, then the advertisers from the sports industry do
not hesitate to pay a premium to buy the inventory," says Soumya.
Global programmatic advertising market by unreserved fixed-rate
Unreserved-fixed rates are deals for unreserved inventory for a fixed
rate. These deals are also called preferred deals, which enable
advertisers to purchase the inventory without the need to compete in an
open auction market.
Publishers make blocks of inventory with fixed prices and make it
available to advertisers outside an auction. This usually includes the
inventory that is not sold via automated guaranteed. The publishers set
the base price, and advertisers have access to accept or reject the
offer. If the inventory is still unsold, it is made available for open
auction.
The number of deals in unreserved fixed-rate is expected to decline in
future, as advertisers are increasingly drawn toward open auction for
better deals. Despite its nascent stage, the popularity of programmatic
advertising is projected to grow steadily over the forecast period.
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About Technavio
Technavio
is a leading global technology research and advisory company. The
company develops over 2000 pieces of research every year, covering more
than 500 technologies across 80 countries. Technavio has about 300
analysts globally who specialize in customized consulting and business
research assignments across the latest leading edge technologies.
Technavio analysts employ primary as well as secondary research
techniques to ascertain the size and vendor landscape in a range of
markets. Analysts obtain information using a combination of bottom-up
and top-down approaches, besides using in-house market modelling tools
and proprietary databases. They corroborate this data with the data
obtained from various market participants and stakeholders across the
value chain, including vendors, service providers, distributors,
re-sellers, and end-users.
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View source version on businesswire.com: http://www.businesswire.com/news/home/20160502005536/en/
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