The Market Share of Various Ad Servers in the Publish Side
Discussing the market share of ad servers can be a complex task, given the numerous players in the industry and the diverse demands of digital advertising. In this article, we will focus specifically on the market share of sell-side ad servers, targeting web pages and larger publishers such as Yahoo, MSN, AOL, MySpace, YouTube, and Facebook. We will break down the market into two primary segments: giant pure-play digital publishers with proprietary ad-server solutions and everything else.
Understanding the Sell-Side Market
When discussing ad servers, we are primarily referring to publishers. Let's narrow our focus to sell-side publishers, specifically those operating on web pages. This excludes buyer-side agencies and networks, as well as mobile and email-focused solutions. Although there are various ad servers available, we will discuss the major ones, including Atlas, Dart for Publishers, OpenX, and others.
Major Players with Proprietary Ad-Servers
Larger digital publishers often have their proprietary ad-server solutions. These proprietary solutions are designed to cater to the unique needs of each publisher, offering advanced features and customization options. For instance, Facebook, YouTube, and Google have their own ad servers tailored to their platforms.
Ad-Servers for Smaller Publishers
For smaller publishers, there are several ad-server options available. Some of the most popular include:
DoubleClick for Small Business: This is the ex-Google AdServer that offers a more affordable solution for smaller publishers. Open AdStream from 24/7 Real Media: A highly flexible ad server that can be integrated into a variety of web platforms. AdTechs Display Helios: An ad server that focuses on digital display advertising. aImatch: An ad server designed for specific niches or industries. DoubleClick for Publishers Premium [DFP]: This version of DoubleClick is a powerful ad server designed for larger publishers.It's important to differentiate between these ad servers and other solutions like Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs). Some SSPs, such as AdMeld, Rubicon, and Pubmatic, offer ad-serving capabilities along with other features. Similarly, Ad Exchanges like Yahoo's Right Media Exchange can also be used as ad servers. However, when evaluating market share, we focus solely on ad serving solutions rather than combined platforms.
Excluding Non-IAB Formats
The market share analysis should also consider the size and format of ad spaces. We will be focusing on IAB (Internet Advertising Bureau) size ad formats, such as standard banner ads and video ads. Excluding non-IAB sizes, such as Google AdSense text or graphic ads, will provide a clearer picture of the market share.
Other Solutions in the Market
Beyond the major players, there are several other ad-serving solutions available in the market. Some of these are regionally focused, such as eMediate in Scandinavia, Smart in France, Zedo in the US, and Switch in the UK. While these solutions cater to niche markets, their market share is likely to be lower compared to the giants.
It's worth noting that Google’s DoubleClick for Publishers (DFP) has a significant market share. However, the exact market share of these ad servers can vary based on the survey methodology and criteria used. Due to the dynamic nature of the market, it is difficult to provide precise numbers. Nevertheless, based on industry expertise and observation, it is fair to say that Google/DoubleClick has the largest market share for mainstream IAB-format publisher sell-side ad-serving to web pages.
Conclusion
While the exact market share of various ad servers can be difficult to quantify, the data suggests that Google/DoubleClick leads in the mainstream IAB-format publisher sell-side ad-serving market. This dominance is likely due to the robust features, extensive integration capabilities, and wide acceptance of the DFP solution.
References
IAB Format Information: IAB Format Products and Industry Services
Note: The author has expertise in Ad Operations and has worked with DFP in the past, providing a first-hand understanding of the industry dynamics.