2014ru iab russia programmatic market overview

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  • programmatic

    2014

  • programmatic 2014

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    programmatic .............................................................................................................. 8

    programmatic ................................................................................................................... 9

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    Programmatic rich media ................................................................................................................................... 12

    Programmatic mobile ......................................................................................................................................... 13

    Programmatic .......................................................................................................................................... 13

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    Google ................................................................................ 18

    programmatic ................................................................................... 19

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    Brand safety ....................................................................................................................................................... 21

    , .................................................. 22

    Viewability .......................................................................................................................................................... 23

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    1. DSP .............................................................................................................. 27

    2. programmatic ............................................................................................. 30

    3. programmatic ..................................................................................... 31

    IAB Russia ................................................................................................................................................................ 43

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    programmatic - 2014, , , 2014 programmatic- . , , . : , , . programmatic IAB Russia, , , (Sociomantic Labs), (), (Republer), (AdLabs), (), (Crimtan), (RuTarget), (), - (Hubrus DSP), (Segmento), ( & Price.Ru), (Lamoda), (), (CPAExchange). , programmatic- , , DSP, . , , programmatic :

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    Programmatic IAB Russia, IAB Russia 2014 . IAB Russia (), - Programmatic (Rambler&Co) (Google Russia), IAB Russia (). IAB Russia, .

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    Programmatic - , , . Real-time Bidding (RTB) - . Programmatic direct - programmatic , . programmatic . Preferred deals , , . DSP (Demand Side Platform) , - . SSP (Sell Side Platform) , , . ATD (Agency Trading Desk) . DMP (Data Management Platform) - , , , , , . Brand safety - . Viewability ( ) , . programmatic:

    (Programmatic Direct/Direct deals/Preferred deal) programmatic , . programmatic , .

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    RTB RTB- . :

    Sell-side , (-) programmatic.

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    programmatic -. 42% 2014 programmatic. programmatic 2013 , , programmatic . Programmatic IAB Russia, 20% programmatic. , 3,8 . . 75% , , (Direct deals/Programmatic Direct/Preferred deals). programmatic , . - . , , . , -. . , , programmatic . , programmatic- 2013 , . , , , brand-safety.

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    (Association of National Advertisers) 1 programmatic 2014 . : programmatic . , , programmatic . Magna Global, programmatic 2014 $21 .2, 42% . programmatic 2014 $10 ., 45% 3. 92% programmatic RTB, programmatic direct ( ). , programmatic . programmatic 2016 $20,41 . 63% . 42% , , programmatic direct. programmatic , 2014 44,1% programmatic ($4,44 .). eMarketer, 2015 56,2% programmatic-. , , , . programmatic , . AOL Platforms, 25 , 96 56 4. 76% programmatic , 56% , 48% , 24% - , 32% - 13% - . 8% , programmatic. 1 http://www.ana.net/content/show/id/32825 2 http://news.magnaglobal.com/article_display.cfm?article_id=1657 3 http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312 4 http://www.mediapost.com/publications/article/231967/over-90-of-buyers-using-programmatic-per-aol-sur.html

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    programmatic , . 86% , - 60%, 34%.

    AOL Platforms, 2014 90% programmatic . 87% , 2014 programmatic- . 3 2014 programmatic 3 2013 5. 164%, , - 83%, , - 498%.

    programmatic 2014 , Procter&Gamble, 6, 75% programmatic-. , 2015 P&G RTB- . , . P&G programmatic American Express7 programmatic- . , programmatic , , , . 5 http://site.adform.com/resources/collateral/whitepapers/download/rtb-report-q3-2014/ 6 http://adage.com/article/digital/procter-gamble-buy-70-digital-ads-programmatically/293553/ 7 http://adage.com/article/digital/american-express-100-programmatic-sort/293037/

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    programmatic Heineken. - 5% . 2014 digital 20%, 2015- 25%. 10% programmatic-. , - Heineken TubeMogul, , -. programmatic- Burberry Yahoo Dentsu Aegis8. Burberry Yahoo , Amnet, Aegis. programmatic 2014 . - Time Inc., News Corp., American Media, Wenner Media. Varick Media Management, , Alveo. . - The New York Times Ko , programmatic-: , 2014 , . 2015 , trading desk 9. 2014 programmatic Apple10, iAd programmatic . Apple Rubicon Project, Accordant Media, Adelphic, AdRoll, GET IT Mobile, MediaMath The Trade Desk. 250 , iAd. , API. Hearst Corporation Varick Media Management 2014 - (Cosmopolitan.com, Esquire.com,