$14 billion in global ad spend rumbling through the mobile adtech ecosystem has undergone a striking transformation over the past 12 months, redefining how agencies (and agency trading desks), vendors and audience platforms engage with digital budgets, impressions and apportion subsequent profit splits.

AdTech volatility resonating across the vendor marketplace is pressed by the push to acquire scale quickly (i.e. M & A) to compete with display giants that own audience networks like Facebook, Google, Twitter and iAd, according to this report.

The report, Mobile AdTech 2015 - 2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility, cuts through the inventory, ad spend, business model, format pricing, sellout rate, vendor alignment chatter to present a transparent, detailed, data-driven, top down analysis of market mechanics, where the money comes from, how it flows through the ecosystem and economic rents paid to participants.

SaaS adtech business models benefit as agencies and publishers license mobile adtech solutions consolidating creative, marketing/social, cross-platform campaign management, clearing, execution and in-house sales onto one unified platform, while the ecosystem at large trains its programmatic technology sights on enabling affiliate networks, supply (SSPs) and/or demand (DSPs) sides of the business.

In addition, format standardization is paving the way forward, toward programmatic trading efficiencies billed against CPM-based buying, augmented by video inventory internationally (particularly YouTube in AsiaPac) enjoying an increase in demand.

Total ad spend is forecast to increase 37% in 2015, with Facebook and Twitter alone poised to channel in an estimated 63%.

Agencies booked some $2 billion in 2014 fees, while adtech vendors (public and private) netted out $10.5 billion (including Facebook and Twitter).

The business challenge for all mobile adtech vendors today is reaching and qualifying audiences on every screen that doesn't add complexity to workflow processes, and for the ecosystem at large to profit from doing so.

EXECUTIVE SUMMARY

Mobile Adtech/Spend and Business Operations Marketplace Overview

Mobile Adtech is a Sophisticated Inter-Connected System of Emerging Standards, Media

Clearing and Campaign Management Tools

The Global Mobile Advertising Marketplace Worth $12.8 Billion In 2014

GLOBAL MOBILE MEDIA SPEND: 2009 - 2017

MOBILE ECOSYSTEM REVENUE: OWNERSHIP SHARE

Mobile AdTech 101: Getting paid means sticking around: The keys to creating a

sustainable market position 2015 - 2017

Profiting From Volatility: The Marketplace Is Forecast To Pay $14 Billion In 2015 Net Topline

CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014

MOBILE ECOSYSTEM REVENUE: OWNERSHIP SHARE

MOBILE ADTECH OPERATIONS, INVENTORY AND MEDIA SPEND: TERMS AND DEFINITIONS

OVERVIEW

Global Mobile Adtech Markets 2015 – 2017: Inventory, Spend, Revenue and Profit Payouts in an Era of Accelerated Volatility

Delivering and Measuring Mobile Media Spend and Adtech Operations Success: The Way

Forward Means Staying Relevant 2015 – 2017

Mobile Adtech/Spend and Business Operations Marketplace Overview

Mobile Adtech is a Sophisticated Inter-Connected System of Emerging Standards, Media

Clearing and Campaign Management Tools

The Rise of Mobile Programmatic Fueled by Format Standardization, Data, Buying at Scale and

Cross-Platform

Mobile Adtech 2015-2017 and Media Budget Allocation: Who Gets Paid, How Much and Why

Mobile Adtech M & A has Reshaped the Entire Global Marketplace over the Past Two Years

DESKTOP/MOBILE VIDEO AD NETWORK, SERVING AND ADTECH PLATFORM M & A

DEALS, PUBLIC AND PRIVATE TRADING/TAKE-OUT MULTIPLES 2005 - 2014

Mobile Media Management: Adtech Ecosystem Alignment by Vendor Type

Marketplace organization by vendor alignment 2015: DSPs, Marketplaces, Audience

Networks and Data Science

MOBILE ADTECH ECOSYSTEM VENDOR ALIGNMENT BY SPECIALIZATION

Mobile Adtech Inventory, Spend and Profit Sustainability by Vendor Segment 2015 – 2017

How the Mobile AdTech Ecosystem Engages Media Spend

SPEND CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014

MOBILE ADTECH VENDOR CAGR 2009 – 2014

$ 12.8 billion in 2014 global media spend: The marketplace is standardizing buys against a CPM model

GLOBAL MOBILE MEDIA SPEND: 2009 - 2017

In-app versus mobile web: Both are valuable points on the monetization compass

Mobile Impression Formats: Diversity and Flexibility

MOBILE ADTECH FORMATS 2014/2015

Mobile Adtech: Pricing and Getting Paid in a Rapidly Evolving Marketplace 2015 - 2017

Inventory and Operational Billing Models: Pricing media impressions, spend and

participation formulae

MOBILE ADTECH ECOSYSTEM AND GETTING PAID: BILLING MODELS: 2014/2015

Fill rates are an elusive gauge of sellout success: The Facts on fill rates, eCPMs and spend trends 2015

MOBILE ADTECH ECOSYSTEM INVENTORY FILL RATES AND eCPMs: 2009 - 2014

Marketing Platforms Assume Revenue Prominince: Printing $7.6 Billion in Net Platform Revenue in ‘14

Mobile adtech: Net revenues and economic rent payment share

MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017

Agencies and trading desks book $2.1 billion in mobile adtech, campaign management fees in 2014

AGENCY FEES 2009 - 2014

Mobile Adtech Ecosystems Topics and Trends 2015 - 2017

In-app inventory and media spend dynamics

Audience reach, profiling and geographic/territorial investment, inventory and sellout dynamics

Mobile audience and campaign data analytics 2015 - 2017: Persistent device and

location sensing; increasing retail foot traffic

R & D investment 2015 - 2017

Headcount/hiring/staff

SECTION ONE

Mapping Media Spend Through the Mobile Adtech Ecosystem: How the Industry Allocates

Revenues and Payments

Business Model Viability: Vendor Vertical Alignment, Participation Share, Services Rendered and Getting Paid 2015

Mobile AdTech 101: Getting paid means staying relevant: The keys to creating a sustainable market position 2015 - 2017

Profiting From Volatility: The Marketplace is Forecast to Pay $14 Billion in 2015 Topline

MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017

How The Mobile Adtech Ecosystem Currently Allocates Revenue by Vendor Category through 2017

 

MOBILE ADTECH REVENUE (NET) BY ECOSYSTEM VENDOR ALIGNMENT: 2009 - 2017

Facebook and Twitter Owned 61% of Total Platform Revenue in 2014; Increasing Share in 2015

MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017

Excluding Facebook and Twitter, DSPs are Forecast to Earn 15.5% of Ecosystem Revenue by 2017

MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 – 2017 (excludes Facebook and Twitter)

The Business Models: Participation Percentages for Mobile Adtech Solutions include Ad

Trafficking, Impression Clearing, Analytics, Data, Media Representation Revenue Share

Mobile adtech business models can be structured in multiple modes utilizing well-

established billing norms

MOBILE ADTECH ECOSYSTEM GETTING PAID: BILLING MODELS AND MARGINAL SHARE: 2014/2015

Audience Segmentation, Profiling, and Demographic Targeting is a Function of Reach

MOBILE ADTECH ECOSYSTEM ENTRANTS AND REACH 2009 - 2014/2015

Duplicated and Non-Duplicated Inventory Analysis 2009 – 2014: Cutting Through the

Impression Clutter

MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015

Mobile Adtech: Beyond Talking Points and Echo Chamber Chatter, Here’s How the Business Really Works

CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014

MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014

SECTION TWO

The Global Mobile Advertising Marketplace Worth $12.8 Billion in 2014 Net of Agency Fees

Expanding Budgets Transform Mobile Inventory into a Real Business Opportunity for Publishers and Vendors

 

GLOBAL MOBILE MEDIA SPEND: 2009 - 2017

Mobile Media Spend: Mapping The Market 2014: Spend By Adtech Solutions Platform

MOBILE ADTECH ECOSYSTEM MEDIA SPEND 2009 - 2014

AGENCY FEES 2009 - 2014

Including Agency Fees, the Mobile Advertising Marketplace Generated $14.9 Billion in 2014 Spend

GLOBAL MOBILE MEDIA SPEND AND AD ECOSYSTEM SOLUTION MARGINAL PERFORMANCE ANALYSIS: 2009 - 2017

Mobile Adspend Exploits all Media Formats, particularly Performance-Driven Display, Rich Media and Video

 

MOBILE ADTECH MARKET POSITIONS AND INVENTORY FORMATS: 2015

Facebook Display and More Premium Publisher Video Inventory has Raised eCPMs to $2.in 2014

 

MOBILE ADTECH ECOSYSTEM INVENTORY GROWTH AND FILL RATES 2009 - 2014

MOBILE ADTECH ECOSYSTEM FILL RATES AND eCPMs: 2009 - 2014

Inventory Reality Check: Non-Duplicated Impression Requests hitting 11 Trillion on an Annual Basis

MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015

Inventory Fill Rates and Making Sense of Mobile Ad Spend

MOBILE ADTECH ECOSYSTEM FORMATS AND FILL RATES: 2011 - 2014/2015

MOBILE ADTECH ECOSYSTEM INVENTORY PRICING 2011 - 2014

Marketplaces, including Facebook and Twitter, have Risen to Mobile Ad Spend Prominance

MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014

SECTION THREE

MOBILE ADTECH EXECUTIVE Q & A FORUM

AMOBEE

BLINKX

BUZZCITY

CONVERSANT MEDIA

LOTAME

MADHOUSE

NEXAGE

OPERA MEDIAWORKS (a fully-owned subsidiary of Opera Software)

SMAATO

TAPJOY

THINKNEAR (a unit of Telenav)

TREMOR VIDEO

VERVE MOBILE

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