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PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
PRESENTED BY:LEM LLOYD
Publishers, Monetization, and Technology:
State of the Industry 2016
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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“There's a chicken or egg, who's going to do it first, there's no precedent for it, things can go wrong, and I think people sometimes are a little afraid to fail...”
WHAT PEOPLE ARE SAYING:
- Large Financial Publisher
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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LACK OF CONSENSUS IN THE INDUSTRY
Despite YoY trends in favor of technologies, publishers remain split on key solutions.
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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53%
DSP Use
DSP growth has slowed, going
from 42% in 2014 to 53% in 2016.
2014 2015 2016
20%
40%
60% YoY DMP use has
stalled, going from 38% in 2014 to 46% and 42% in 2015 & now 2016 .
DMP Use
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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INVENTORY QUALITY SCORE
VIEWABILITY LEVEL
BRAND SURVEYLIFT
OTHERDIRECT RESPONSE
REACH
5%17% 11%62% 56% 50%
WHAT ARE ADVERTISERS ASKING FOR?
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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Advertiser Education
Deal Delivery/ExecutionInternal/Sales Channel Conflicts
Exchange/SSP Management
Reach
Available Inventory QualityBuyer Transparency
Ad BlockingBot/Fraudulent Traffic
WHAT ARE YOUR 3 BIGGEST HURDLES WHEN IT COMES TO GROWING YOUR REVENUE?
47%41%36%34%29%28%23%15%13%
Many of the hurdles are in publishers’ control.
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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74%+57%
AUDIENCE EXTENSION
Nearly 1 in 6 believe that half their revenue
will be attributed to audience extension by
2019.
74% offer audience extension on about 50%
of their advertising campaigns.
Roughly ⅓ of those who use audience
extension attribute at least 20% or more of
their advertising revenue to it.
33%
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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Header Bidding is Accelerating Programmatic
Header bidding is the other big trend.
3 in 10 publishers have already adopted
it.
48% 31% 23% 11%
Higher CPMs
Increased Yield
Fewer passbacks
LessLatency
What are the benefits your organization has
seen as a result of adopting header
bidding technology?
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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http://digiday.com/publishers
Discover the Study
Institute.Rocketfuel.com
208 Respondents 29 Questions answered
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
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LEM LLOYD
GET IN TOUCH
Vice President,Publisher Solutions
408.431.2430
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
THANKYOU
