iab russia Обзор рынка programmatic в России 2015

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  • programmatic

    2015

    2016,IABRussia

    www.iabrus.ru

  • programmatic2015

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    programmatic..........................................................10

    viewability......................................................................................................................10

    Programmaticmobile........................................................................................................11

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

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    programmatic........................................................................................16

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    ProgrammaticRTB................................................................................................................22

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    Programmatic.................................................................................................26

    videoprogrammatic...................................................27

    Native+programmatic=...........................................................................................................................................28

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    1.programmatic.......................................................................................36

    2.programmatic............................................................................37

    IABRussia..............................................................................................................................................................................47

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    programmatic-2015,,2015programmatic-.,,,.

    ,programmatic-,,,.:,.

    programmaticIABRussia,,,:(Criteo),(CleverDATA),(CityadsMedia),(Xaxis),(BetweenDigital),(),(),(),(ADLABS),(Mail.ruGroup),(AmberData),(Aidata.me),(),(RTBhouse),(AMNET),(Auditorius),(AdSniper),(RTB-media),(DigitalBBDO),(),(IPONWEB),(),(OMDResolutionRussia),(SociomanticLabs),(-),(Vivaki),(Hybrid)(Exebid.DCA).

  • programmatic2015

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    programmaticIABRussia,IABRussia2015.IABRussia,-programmatic(Rambler&Co)(GoogleRussia),-(Weborama),(CityadsMedia),(Exebid.DCA)IABRussia().

    IABRussia,.

  • programmatic2015

    4

    Programmatic-,,.

    Real-timeBidding(RTB)-.

    Preferreddeals/PrivateAuction,,.

    ProgrammaticGuaranteed-programmatic,.

    DSP(DemandSidePlatform),-programmatic.

    SSP(SellSidePlatform)-,,.

    ATD(AgencyTradingDesk).

    DMP(DataManagementPlatform),,,,,.

    DataSupplier,,cookie/IDFA/,e-mail,socialID.

    DataExchange-.

    Brandsafety-.

    Viewability(),.

  • programmatic2015

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    programmatic201550%,2016,,60%.

    programmatic20155..62,5%,35%,2,5%-.

    programmatic201532%.

    73%programmatic2015OpenAuction(RTB).27%:PreferredDeals/PrivateAuctionProgrammaticGuaranteed.

    programmatic,,PremiumProgrammatic,,programmatic.

    3rdparty2015125..DMP,1stpartydata2ndpartydata,DMP.

    programmaticPremiumProgrammaticprogrammatic.

  • programmatic2015

    6

    ,programmatic,OpenRTB,,.

    ,,,programmatic-:,.OpenRTB,programmatic.

    ,IABGlobalIABProgrammaticRevenueReport2014Results1,-programmatic-,,..

    ,,.

    ,DSP,DSP.3rdparty,,,.

    programmatic20142,...

    1http://www.iab.com/wp-content/uploads/2015/07/PwC_IAB_Programmatic_Study.pdf2http://iabrus.ru/projects/5042http://iabrus.ru/projects/504

  • programmatic2015

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    programmaticprogrammatic,.programmatic201550%(ZenithOptimedia3),201660%.

    programmatic100%:5.201238.2015.,ZenithOptimedia,2018programmatic.

    ,programmatic,,,.

    50%programmatic2014.programmatic,IAB,10,1.4.eMarketer,201515,43.,59%5.ZenithOptimedia,201516,8..

    Programmatic,.eMarketer,2017programmatic28%.

    programmatic-(RTB),,PremiumProgrammatic3http://www.zenithoptimedia.com/wp-content/uploads/2015/12/Adspend-forecasts-December-2015-press-release1.pdf4http://www.iab.net/media/file/PwC_IAB_Programmatic_Study.pdf5http://www.emarketer.com/public_media/docs/Programmatic_Advertising_2015-Executive_Summary-10082015.pdf

  • programmatic2015

    8

    ,RTB70%.,,(PrivateAuction,UnreservedFixedRateAutomatedGuaranteed).

    programmatic.2014,IABEurope6,programmatic3,62.(+70,5%2013).2015,,IABEurope,90%292016programmatic-,40%7.

    programmatic,,2015programmatic2,96.(+66,2%2014)8.programmatic(59%).

    ,2015,programmatic,,44%(6,26.),2016,eMarketer,programmatic,.programmatice-commerceAlibaba,BaiduTencent90%programmatic9.

    programmatic2015,,2,13.,10.

    6http://www.iabeurope.eu/wp-content/uploads/2016/01/IAB_Europe_Programmatic_Market_Sizing_Study_Sept_2015_2.pdf7http://www.iabeurope.eu/research-thought-leadership/iab-europe-attitudes-towards-programmatic-advertising-report/8http://www.emarketer.com/Article/UK-Programmatic-Display-Ad-Spending-Will-Surpass-2-Billion-2016/10129419http://www.emarketer.com/Article/Programmatic-Ad-Spending-China-Growing-Rapidly/101354210http://www.emarketer.com/Article/Programmatic-Ad-Spend-Japan-Reaches-Mobile-Tipping-Point/1013165

  • programmatic2015

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    programmatic,,,-.programmatic,2015programmatic-,,,2016-2017.

  • programmatic2015

    10

    programmaticForresterResearch(ANA),128ANAprogrammatic2015.,79%,programmatic,35%,11.

    ,programmatic,.,.

    ,,,,.,programmatic,.

    ,,,programmatic.,programmaticin-house,,.

    ,.IAB12,,.

    viewability.,GroupMUnilever201413.,,(),.,,Unilever.11http://marketingland.com/anaforrester-survey-most-marketers-buy-ads-programmatically-but-are-not-happy-about-fraud-and-transparency-16763812http://www.iab.com/guidelines/iab-programmatic-fee-transparency-calculator/13http://blogs.wsj.com/cmo/2014/10/24/groupm-and-unilever-push-publishers-for-more-proof-ads-are-being-seen/

  • programmatic2015

    11

    ,,viewability.IAB,,,50%-.

    2015GooglevCPMs,.,,,.,,IDGCommunications,-PCWorldMacWorld.

    AppNexusViewableadmarketplace,(vCPMsGoogleGoogleDisplayNetwork).

    :,50%.IAB,.,.

    ,,programmatic.LiveRail,RTBFacebook,2015,.

    ,,:IAB,14.

    Programmaticmobileprogrammatic.,

    14http://www.iab.com/news/4as-and-ana-join-iab-in-launching-cross-industry-compliance-organization-to-combat-ad-fraud-malware-piracy/

  • programmatic2015

    12

    ,.

    2014programmaticmobile,,,programmaticnative,programmatic.

    15,2015programmaticprogrammatic9,33.,60,5%programmatic.Google,201560%programmatic,DoubleClick,16.

    ,Google,FacebookTwitterProgrammaticDirect,programmaticmobile35%9,33.

    ,mobile.2015..,2016programmaticmobilevideo.

    ,-GlobalMediaUnileverForbes17:,,

    15http://www.emarketer.com/public_media/docs/Programmatic_Advertising_2015-Executive_Summary-10082015.pdf16http://adexchanger.com/investment/google-touts-traction-mobile-ads-youtubes-trueview-q4/17http://www.forbes.com/sites/peggyannesalz/2016/01/12/why-mobile-video-advertising-will-eat-the-world/

  • programmatic2015

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    .,.Unilever,,Unilever,,.

    Programmatic,2015.,,,MagnaGlobal,2015programmatic4%2,5.18.

    Programmatic,.,,.,SmartTV,.

    ,,,,,.

    2016DentsuAegisNetworkViprogrammatic-,.programmaticVi,ViMB.,.201619.

    18http://adage.com/article/agency-news/programmatic-tv-climb-10-billion-global-tv-budgets-2019/298786/19http://www.sostav.ru/publication/vi-i-dentsu-aegis-network-zapuskayut-programmatic-tv-21208.html