Tuesday, May 10th, 2016

About Programmatic Advertising Spending 

Programmatic advertising aids advertisers to target a specific audience based on their advertising pattern. The process takes no more than 0.2 seconds. When a user clicks on a URL, a publisher’s content loads in the browser. The publisher may find information of the user in its data management software. The publisher sends the available information to its ad server and requests to know whether there is an available ad campaign that can target the user. If there is a campaign that matches the user’s profile, an ad is displayed within 0.05 seconds of the user opening the publisher’s content. 
If no campaign targets a user’s profile, the server seeks to match the impression programmatically by requesting response from traders, ad networks, and supply side platforms. If the impression is not cleared, the server may seek to erase the impression in a direct programmatic way through private exchanges. Even then, if the impression is not cleared, the request is forwarded to an open ad exchange, aiming to achieve liquidity. Open ad-exchange sends a bid request containing information about the user’s browser, website URL, and ad type to multiple bidders that include traders, ad networks, and demand-side platforms. 

Technavio’s analysts forecast the global programmatic advertising spending market to grow at a CAGR of 20.56% during the period 2016-2020. 

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Covered in this report 
The report covers the present scenario and the growth prospects of the global programmatic advertising market for 2016-2020. To calculate the market size, the report considers the revenue generated from the sales of programmatic online advertisements. 

The market is divided into the following segments based on geography: 
• Americas 

Technavio's report, Global Programmatic Advertising Spending Market 2016-2020, has been prepared based on an in-depth market analysis with inputs from industry experts. The report covers the market landscape and its growth prospects over the coming years. The report also includes a discussion of the key vendors operating in this market. 

Key vendors 
• ONE by AOL 
• BrightRoll 
• SpotXchange 
• Tremor Video 


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Other prominent vendors 
• Adconion Media Group 
• AppNexus 
• Convertro 
• Criteo 
• Dárriens Media Exchange 
• Facebook 
• Google 
• Kontera 
• LiveRail 
• Microsoft 
• Platform One 
• Rocket Fuel 
• Rubicon Project 
• StickyADS.tv 
• TobeMogul 

Market driver 
• Growth in video RTB 
• For a full, detailed list, view our report 

Market challenge 
• Lack of quality inventory 
• For a full, detailed list, view our report 

Market trend 
• Rapid growth in APAC and South America 
• For a full, detailed list, view our report 

Key questions answered in this report 
• What will the market size be in 2020 and what will the growth rate be? 
• What are the key market trends? 
• What is driving this market? 
• What are the challenges to market growth? 
• Who are the key vendors in this market space? 
• What are the market opportunities and threats faced by the key vendors? 
• What are the strengths and weaknesses of the key vendors?


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Table of content

PART 01: Executive summary 
• Highlights 
PART 02: Scope of the report 
• Market overview 
• Base year 
• Vendor segmentation 
• Summation errors 
PART 03: Market research methodology 
• Research methodology 
• Economic indicators 
PART 04: Introduction 
• Key market highlights 
PART 05: Market landscape 
• Market overview 
• Market size and forecast 
• Five forces analysis 
PART 06: Market segmentation by type 
• Global programmatic advertising market segmentation by type 
• Global programmatic advertising market by open auction 
• Global programmatic advertising market by automated guaranteed 
• Global programmatic advertising market by invitation-only 
• Global programmatic advertising market by unreserved fixed-rate 
PART 07: Market attractiveness by type 
• Market attractiveness by type 
PART 08: Market segmentation by device 
• Global programmatic advertising market by device 
• Global programmatic advertising market by desktop 
• Global programmatic advertising market by mobile 
PART 09: Market attractiveness by device 
• Market attractiveness by device 
PART 10: Buying criterion 
PART 11: Geographical segmentation 

• Geographical segmentation of global programmatic advertising market 
• Programmatic advertising market in Americas 
• Programmatic advertising market in EMEA 
• Programmatic advertising market in APAC 
PART 12: Key leading countries 
PART 13: Market attractiveness 

• Market attractiveness by geography 
PART 14: Market drivers 
PART 15: Impact of drivers 
PART 16: Market challenges 
PART 17: Impact of drivers and challenges 
PART 18: Market trends 
PART 19: Vendor landscape 

• Competitive scenario 
• Other prominent vendors 
PART 20: Appendix 

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