程序化广告市场迎来海量优质资源.pdf

Programmatic 2015 The Path Forward May 2015 1 Table of Contents New Challenges Streamlining Ad Tech Streamlining Data Programmatic Television Privacy Viewability CPMs by Country CPMs by Market Development CPMs by Vertical About this Document The MAGNA GLOBAL Programmatic Intelligence series is published twice a year. The spring publication covers the most important trends drivers of the global programmatic market and how MAGNA expects those themes to play out. The fall publication gives an update on the global size and growth of the programmatic market by country and media format. 2 Key Findings New programmatic drivers in 2015 focus on process simplification: 1) The programmatic ecosystem will be streamlined as fewer, but more comprehensive, ad tech partners are used. The largest consolidated ad tech majors will thrive in this environment, as will small start-ups that handle new ancillary service offerings. Mid-sized specialized firms will struggle. 2) The most valuable data will become that which can be used to both identify and target consumers. The broadest pervasive login data (Social, Email, dominant services) at one end and the narrowest customized data sets (CRM, EDW, website visits, pixel conversion data) at the other will thrive. Data brokers and other aggregators that extrapolate narrow sets will struggle.