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Digital Video AdTech 2015 - 2017: Monetizing Beyond the Linear Clock

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Date: 03-Mar-2015
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Digital video adtech providers booked $7.3 billion in 2014 global net revenue, with ecosystem-wide comparable growth from all formats, screens and devices supported projected to increase 22% - 31% in 2015, according to a vendor, solutions, marketplace, business operations and inventory management report produced by AccuStream Research.

Spend enabled through video adtech systems rose by 33.9% in 2014 to $11.8 billion across all geographies. Vendor revenue, share and CAGR by segment are calculated as topline (which may include spend) minus any media cost payouts when vendors manage, take possession of, or arbitrage avails.

This due diligence level study, Digital Video AdTech 2015 - 2017: Monetizing Beyond the Linear Clock, unifies systematic research initiatives spanning the buy side and programmatic systems (DSPs), supply side and programmatic systems (SSPs), ad networks, audience and trafficking platforms to explain the structural work/dollar flow connecting these marketplaces that deliver ecosystem value.

Digital video spend is analyzed by each adtech provider, and includes desktop, mobile, tablet, set top box VOD, device-centric authenticated sign-in services. Avails are contained in long-form, short-form, in-app, web only media, and through distributed media players bundled with creative (i.e. outstream video).

In-stream and in-banner video is running across sites, networks, aggregators, distributed through viral/direct brand campaigns, and broken out by platform and pricing (media and trafficking CPMs).

Briefings conducted with top industry executive, tech and sales talent contained in a series of Q & A's adds rich contextual understandings into how digital video adtech systems and marketplaces operate, why and where the industry is performing well, and what needs to be done to maintain forward momentum.

Challenges facing digital video adtech include reducing workflow complexity, simplifying layers of technology lashed together over the years causing impression handoff headaches, as well providing for greater access to deterministic audience data.

Digital Video AdTech 2015 - 2017: Monetizing Beyond the Linear Clock

Table of Contents:

Executive Summary 1
Digital Video AdTech 2015 - 2017: Monetizing Beyond The Linear Clock 1
Inventory management, trafficking and media clearing ecosystem fundamentals: The Business of Digital Video is Complex 1
The digital video adtech marketplace supports a wide array of impression formats and platform solutions 2
Digital Video AdTech Marketplaces and Platforms Manage $11.85 Billion In Global Spend In 2014 3
Global Digital Video AdTech Ecosystem Media Spend Totals By Vendor Category: Unduplicated Spend Analysis 2008 - 2014 4
Domestic Digital Video AdTech Ecosystem Media Spend Totals By Vendor Category: Unduplicated Spend Analysis 2008 - 2014 5
Digital Video AdTech Ecosystem: Business Positioning, Performance and Net Vendor Revenue 2008 - 2017 6
MDigital Video AdTech Vendors 2015 - 2017: The monetization marketplace pays for removing Layers of Cross Platform Complexity 6
The digital video adtech ecosystem generated $7.3 billion in net 2014 revenue, forecast at $9 billion in 2015 7

Digital Video AdTech/Advertising Terminology and Definitions 10

Introduction To The Digital Video AdTech Ecosystem 2015 - 2017 16
Vendors Are Optimizing Against Audiences, Screen, Device: Impression Transparency and Monetizing Beyond The Linear Clock 16
Inventory management, trafficking and media clearing ecosystem fundamentals: The Business of Digital Video 16
Digital Video AdTech: A highly integrated ecosystem 19
The digital video adtech marketplace supports a wide array of impression formats and platform solutions 20
The digital adtech sector has experienced a significant amount of M & A activity and market consolidation; a trend expected to continue 22
Desktop/Mobile Video AdTech Platform M & A: Public and Private Trading/Take-Out Multiples 2005 - 2015 23
Digital Video AdTech Marketplaces and Platforms Manage $11.85 Billion In Global Spend In 2014 27
Global Digital Video AdTech Ecosystem Media Spend Totals By Vendor Category: Unduplicated Spend Analysis 2008 - 2014 28
Domestic Digital Video AdTech Ecosystem Media Spend Totals By Vendor Category: Unduplicated Spend Analysis 2008 - 2014 29
The fluid state of video ad technology adoption: Make, buy, license or outsource 30
Digital Video AdTech allocation of economic rents: Market position and revenue capture flow chart 30
Video spend economics and GRP economies: Screen depth creates more views, greater reach and in-stream inventory 30
Predictive analytics, combined with data-enhanced audience/impression analytics provide brand advertisers greater confidence, but the user experience remains uneven 30
Digital video ad trafficking platforms engaged, and continue to engage with the highest level of spend over a 7-year period (2008 - 2014) 32
Domestic Digital Video AdTech Cagr: 2008 - 2014 34
Video AdTech Vendor Category and Spend Share: 2008 - 2014 36
Automated trading: The state of programmatic digital video ad clearing 2015 37
Site serving is a large part of the digital video monetization marketplace, though 3rd party trafficking is increasing 38
IP-based authenticated sign-in is here, though currently a makeshift reality 39
Digital Video CPMs: Pricing consistency prevails on a per unit basis, though campaign variability exists as the demand side angles for lower blended CPMs 40
Business operations and topline revenue recognition; Calculation of unduplicated digital video ad spend and post publisher payout "net" revenue 40
Digital video adtech systems enable $11.8 billion in global spend 41
Global Video AdTech Media Spend 2008 - 2017 42
Global Digital Video AdTech Ecosystem Media Spend Totals By Sector: Unduplicated Spend Analysis 2008 - 2017 43
Video Inventory/Spend by adtech vendor category inventory and spend growth differential analysis 47
SSPs: 47
Domestic Video SSPs 2008 - 2014: Inventory and Media Spend Growth 50
DSPs: 51
Global Video DSPs 2008 - 2014: Inventory and Media Spend Growth 51
Domestic Video DSPs 2008 - 2014: Inventory and Media Spend Growth 53
Digital Video Ad Trafficking 54
Global Video AdTech Ad Trafficking 2008 - 2014: Inventory and Media Spend Growth 54
Domestic Video AdTech Ad Trafficking 2008 - 2014: Inventory and Media Spend Growth 56
Ad Networks, Audience, Management, Marketplace and Marketing Platforms 57
Global Video Cross Device Ad Networks and Management Platforms 2008 - 2014: Inventory and Media Spend Growth 57
Domestic Video Cross Device Ad Networks and Management Platforms 2008 - 2014: Inventory and Media Spend Growth 59
Legend/Notes: Video AdTech Vendor Positioning and Business Evolution 2007 - 2015 63
Digital Video Ad Serving, Dynamic Ad Insertion/Non-Linear/Linear: Business Models 2015 64
Digital Video Audience Networks, Marketing Platforms, Campaign Management Technologies, Analytics and Programmatic Systems: Business Models 2015 65
DSPs and Programmatic Systems: Business Models 2015 67
SSPs and Programmatic Systems: Business Models 2015 67
Digital Video AdTech: Device Inventory Share, Global Reach, Domestic and International Operations by Solution/Vendor-2015 68
Digital Video AdTech Ecosystem: Global Audience and Device Reach 2015 68
Digital Video AdTech Net Revenue by Vendor Category; Marginal Performance Analysis: 2008 - 2017 71
Gross Margin or Equivalent Billing Against Spend 71
Trafficking 71
Digital Video Ad Trafficking: Marginal Performance Analysis 2008 - 2017 71
Digital Video Ad Serving Non-Linear/Linear: Platform Revenue 2008 - 2017 73
Networks and Marketing Platform Marginal Performance 74
Cross Device Digital Video Ad Networks and Marketing Platforms: Net Platform Revenue 2008 - 2017 74
Cross Device Digital Video AdTech, Audience Networks/Marketing Platforms 2015 76
Analysis Includes DoubleClick and Conversant 2007 - 2017 77
Cross Device Digital Video Ad Networks and Marketing Platforms: Net Platform Revenue 2007 - 2017 77
Dsp Marginal Performance Analyzed Against Associated Media Spend 79
Digital Video DSPs and Programmatic Systems Platform Revenue: 2008 - 2017 79
Digital Video DSPs and Programmatic Systems Platform Revenue: 2008 - 2017 81
SSP Marginal Performance Analyzed Against Associated Media Spend 82
Digital Video SSPs and Programmatic Systems: Platform Revenue 2008 - 2017 82
Digital Video SSPs and Programmatic Systems: Platform Revenue 2008 - 2017 84

Section One 85
Digital Video AdTech Inventory and Media Spend Analytics: Desktop Is Still Dominant, But New Valuation Currencies Are Expanding Avail Opportunities 85
Automation: There is a shift toward trading efficiency in the marketplace 85
Brand dollars go where there is a two-way data flow 85
Marketers still rely on the desktop to deliver against digital video budget allocations, audience buys 86
Digital Video Inventory Machinations: Teasing out duplicated media, spend 2015 - 2017 86
CPMs Remain Stable in 2014 - 2015 87
Digital Video AdTech Inventory Globally at 1 trillion monthly avails, pre duplication removal analysis 89
Digital Video AdTech Systems and Platforms: Inventory Access and Availability 2010 - 2015 90
Digital Video Inventory and Impression Format Pricing Analysis: 2008 - 2014 By AdTech Vendor 92
Digital Video AdTech Platforms and Services: Formats and Inventory Pricing 2008 - 2014 92
Digital Video AdTech-Enabled Media Spend (Globally--all formats supported) Tallies up to $19 billion in 2014, Prior to Duplicated Spend Analysis 94
Digital Video AdTech: Aggregated Media Spend 2008 - 2014 97
Digital Video AdTech: 3.69 trillion annual impressions (globally) prior to duplicate inventory filtering analysis 100
Video Impression Engagement By AdTech Solution: 2008 - 2014 101
The Digital Video AdTech Ecosystem Impressions and Spend 2008 - 2014 By Vendor Segment 101
Digital Video AdTech Trafficking Impressions (all formats), plus video only and VOD impressions 2008 - 2014 101
Impressions: Digital Video AdTech Ad Serving 2008 2015 (All Supported Formats) 102
Impression Analytics: Digital Video Ad Serving 2008 - 2015 (Video Only) 103
Digital Video Networks and Marketing Platforms: 2008 - 2014 104
Impressions: Digital Video Cross-Device Networks/Marketing Platforms 2008 - 2015 104
DSPs and Digital Video Impressions 2008 - 2014 105
Impressions: Digital Video DSPs and Programmatic Systems 2008 - 2015 (All Formats) 105
SSPs and Digital Video Impressions: 2008 - 2014 106
Impressions: Digital Video SSPs and Programmatic Systems 2008 - 2015 (Video Only) 106
Global Digital Video AdTech Ecosystem Media Spend Totals By Sector: Unduplicated Spend Analysis 2008 - 2017 110
Digital video ad trafficking platforms handle the lion's share of unduplicated media spend, or $6.55 billion in 2015 domestic billings 111
Domestic/U.S. Digital Video AdTech Ecosystem Media Spend Totals By Sector: Unduplicated Spend Analysis 2008 - 2017 111
Video AdTech Vendor Category and Share of Spend: 2008 - 2014 113
The digital video adtech sector exhibits high double-digit CAGRs across all vendor segments (2008 - 2014): SSPs, DSPs, Marketing Platforms, Data and Trafficking 114
Domestic Digital Video AdTech Cagr: 2008 - 2014 114
Digital Video AdTech Market Positions: Platforms, Trafficking, SSPs and DSPs Inventory and Media Spend 2008 - 2014 117
Networks and Marketing Platforms: Inventory and Media Spend Rates of Growth 2008 - 2014 117
Global Video Ad Networks and Marketing Platforms 2008 - 2014: Inventory and Media Spend Growth 119
Domestic Video Ad Networks and Marketing Platforms 2008 - 2014: Inventory and Media Spend Growth 119
Digital Video AdTech Media Spend: Networks and Marketing Platforms 2013 - 2014 120
Digital Video AdTech Media Spend: Audience Networks and Marketing Platforms 2013 - 2014 122
Digital Video Ad Trafficking Platforms: Inventory and Spend Rates of Growth 2008 - 2014 124
Global Video AdTech Ad Trafficking 2008 - 2014: Inventory and Media Spend Growth 125
Domestic Video AdTech Ad Trafficking 2008 - 2014: Inventory and Media Spend Growth 126
Digital Video AdTech Solutions and Media Spend: Ad Serving Platforms 2013 - 2014 127
Digital Video AdTech: Ad Serving 2013 - 2014 (Video Only) 128
DSPs: Unduplicated Inventory and Spend Analysis 2008 - 2014 129
Global Video DSPs 2008 - 2014: Inventory and Media Spend Growth 130
Domestic Video DSPs 2008 - 2014: Inventory and Media Spend Growth 131
Digital Video DSPs and Programmatic Systems: 2013 - 2014 132
Digital Video DSPs and Programmatic Systems: Media Spend 2013 - 2014 133
SSPs: Unduplicated Inventory and Spend Analysis 2008 - 2014 134
Global Video SSPs 2008 - 2014: Inventory and Media Spend Growth 135
Domestic Video SSPs 2008 - 2014: Inventory and Media Spend Growth 136
Digital Video SSPs and Programmatic Systems Inventory 2013 - 2014 137
Digital Video SSPs and Programmatic Systems: Media Spend Analysis 2015 138

Section Two 139
Digital Video AdTech Ecosystem: Business Positioning, Marginal Performance and Net Vendor Revenue 2008 - 2017 139
Digital Video AdTech Vendors 2015 - 2017: The monetization marketplace pays for removing Layers of Cross Platform Complexity 139
Build, Buy, License, Manage: There are multiple adtech engagement points that collectively enable digital video advertising 140
Buyers/demand siders control the budgets (money flow) and may also want to control aspects, or even the entire adtech supply chain 140
Digital Video AdTech Has Established Investment and Operational Value across the Global Marketplace 140
Publicly Traded AdTech Networks, Solutions and Platforms: 2014 Market Valuations (Net of Debt) 142
The digital video adtech ecosystem generated $7.3 billion in net 2014 revenue, forecast at $9 billion in 2015 143
Digital Video AdTech Ecosystem: Net Platform Revenue Analysis: 2008 - 2017 146
Digital Video AdTech Ecosystem: Net Platform Revenue Analysis: 2008 - 2017 147
Digital Video AdTech Ecosystem: Net Platform Revenue Vs. Media Spend Analysis: 2008 - 2017 148
Digital Video AdTech Ecosystem: Net Platform Revenue Vs. Media Spend Analysis: 2008 - 2017 149
Digital Video AdTech Ecosystem: Tracking Gross Margins By Vendor: 2014 - 2015 150
Digital Video AdTech Solutions: Ecosystem Gross Margin Analysis: 2014 150
The digital video adtech ecosystem: market positions, core technology and inventory management specialization 2015 153
The Digital Video AdTech Ecosystem Alignment: Market Positions and Inventory Management Specialization 2015 - 2017 153
Legend/Notes: Company Positioning and Business Model Evolution 2007 - 2015 156
The digital video ad trafficking segment: business models, pricing models and fees for services breakout 2015 157
Digital Video Ad Serving, Dynamic Ad Insertion/Non-Linear/Linear: Business Models 2015 157
Digital video adtech trafficking platforms generated topline revenue of $804 million in 2014; forecast at $1+ billion in 2015 158
Digital Video Ad Trafficking: Marginal Performance Analysis 2008 - 2017 159
Trafficking platforms have consistently exhibited double-digit annual rates of growth, 2008 - 2014 160
Digital Video Ad Serving: Non-Linear/Linear Platform Revenue 2008 - 2017 160
The digital video audience network, marketing platform and campaign management segment: business models, pricing models, revenue share rates and transaction fees 2015 161
Digital Video Audience Networks, Marketing Platforms, Campaign Management Technologies, Analytics and Programmatic Systems: Business Models 2015 161
Net revenue (excluding Conversant and DoubleClick) at $1.9 billion in 2014; forecast at $2.4 billion in 2015 163
Cross Device Digital Video Ad Networks and Marketing Platforms: Net Platform Revenue 2008 - 2017 164
Digital Video AdTech Audience / Marketing Platforms 2008 - 2017 165
The audience network, marketing platform and integrated services segment (including Conversant and DoubleClick) generated $5.7 billion in 2014 revenue 166
Digital Video Ad Network / Marketing Platforms Revenue 2007 - 2017 166
Digital Video AdTech Audience, Marketing Platforms 2007 - 2017 167
DSPs and programmatic systems segment: Business models, payment rates, inventory pricing and fee structures 2015 168
DSPs and Programmatic Systems: Business Models 2015 168
Digital DSPs (including DataXu) generated topline revenue (minus any media costs) of $575 million in 2014 169
Digital Video DSPs and Programmatic Systems Platform Revenue: 2008 - 2017 170
Digital Video DSPs and Programmatic Systems: Platform Revenue 2008 - 2017 170
Digital Video DSPs and Programmatic Systems Platform Revenue: 2008 - 2017 171
SSPs and programmatic systems: business models, billing models, revenue share rates, licensing fees and inventory pricing 2015 171
SSPs and Programmatic Systems: Business Models 2015 171
SSPs and programmatic systems capture $297 million in 2014 revenue 172
Digital Video SSPs and Programmatic Systems: Platform Revenue 2008 - 2017 173
Digital Video SSPs and Programmatic Systems: Platform Revenue 2008 - 2017 174

Section Three 175
Executive Forum: Q & A with The Digital/Linear Video AdTech Sector 175
Adobe Primetime 175
Altitude Digital 179
Blackarrow 182
Blinkx 187
Canoe 191
Cinema6 195
Conversant Media 198
Freewheel 202
Jun Group 206
Rant, Inc 211
Rocket Fuel 213
Sizmek 217
Sundaysky 221
Teads 226
Tremor Video 229
Videology 234
Videoplaza 238
Vidible.TV (A Unit of Aol) 240
Visible World 242
Yume Inc. 247

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