Eco-system shows transformation with increase in audience buying networks, exchanges and trading desks. Improve Digital
, the European Sell Side Platform (SSP), has launched an updated version of last year’s ‘market map
’ to illustrate the European online display ad eco-system.
Comparing the new map to last year’s version shows a big increase in the number of audience targeting networks (200% growth), trading desks (337% growth), and agency trading desks (166% growth)
as the industry moves towards audience buying and automation. New players have entered the market, but much of this activity is also undertaken by ad networks expanding their remit.
View the full size version of the map
At the AOP Summit
earlier this month, it was revealed that as many as 15 companies can be involved in the sale of a single ad impression
“We launched the initial market map to guide our customers through the maze of the rapidly changing online display advertising system,” explains Joëlle Frijters, CEO of Improve Digital. “This year it also acts as a useful industry gauge, for example showing that audience buying is now a reality. But these shifts are not just connected to RTB, they are about creating huge efficiencies through automation, thereby making digital media more attractive overall for advertisers.”
To prepare this edition of the European online display advertising industry as it currently stands, Improve Digital followed the same strategy as for 2010, gathering information from its offices and various partners in the UK and Europe.
Improve Digital is an Associate Member of AOP
. More on Improve Digital:
Improve Digital is the European Sell Side Platform. Founded in Amsterdam, the company provides advertising technology to large publishers that want to build their own Private Ad Exchange and / or Private Ad Market. The company’s mission is to automate the selling of digital media and maximise revenues for publishers through unlocking the value of their content and audiences. Headquartered in Amsterdam, where it was founded in 2008, Improve Digital has sales offices in London, Madrid, Munich and Paris.
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