PULSEPOINT AND GOOGLE CO-SPONSOR FIRST-EVER IAB PROGRAMMATIC REVENUE REPORT Study Reveals That Open Auctions Were Responsible for 70% of Programmatic Revenue in 2014.
KEY TRENDS UNDERLYING 2014 RESULTS:
Programmatic revenues totaled $10.1 billion in 2014 comprising approximately 20% of total internet advertising revenues ($49.5 billion) , inclusive of mobile and comprised a majority of display related revenues.Programmatic revenues made up approximately 52% of display related advertising ($19.6 billion) in 20141, while non-programmatic display related revenues comprised the remaining 48%.The majority of programmatic inventory was bought and sold through Open Auctions, but as this study will examine, we expect a shift to Other types (i.e. Private Auction, Unreserved Fixed Rate or Automated Guaranteed) in the next few years.Open Auctions made up approximately 70% of the programmatic revenue in 2014, but we foresee a shift to other types as advertisers and premium publishers see a strategic shift to buy and sell inventory within the Other types.Programmatic revenues from ad tech outweighed those from publishers in 2014.Ad tech accounted for approximately 55% of programmatic revenues, while publishers accounted for approximately 45% of programmatic revenues in 2014.Display banner ads were the predominant format for programmatic in 2014, but other formats are likely to increase in the near future.
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