Docstoc

all thing about google adsens

Document Sample
all thing about google adsens Powered By Docstoc
					Display Business TrenDs Publisher edition




   What’s
   Trending in
   Display for
   Publishers?
1.
     Cha nnel mix                          2   publishers face the ever-changing complexities of selling display

                                               ads and reaching new audiences. as a business partner to

                                               publishers around the world, Google is no stranger to these



2.
     Publishe r Ver Ti C a l a nD          6   challenges. We rely on data-based insights to guide our
     GeoGra PhiC C o m P a r i s o ns          business decisions. During our routine deep-dives into the

                                               publisher display dynamics, we frequently notice trends

                                               that may be of interest to our clients as well, which is what



3.
     a D s ize s                          20   prompted us to introduce this research publication.

                                                   This premiere issue focuses on trends in the publisher

                                               display business. it is not meant to be a comprehensive

                                               industry report or forecast; rather its purpose is to share trends


4.
     mobile Web a D i m P r es s i o ns   28   that publishers worldwide may find useful in planning digital

                                               strategies, gleaning new insights, and supporting their hunches.

                                                   The metrics in this publication are derived from Google

                                               publisher products—DoubleClick for publishers (DFp), the


5.
     ViD e o aD s                         34   DoubleClick ad exchange, and Google adsense network—to

                                               allow us to provide commentary on various display patterns,

                                               including geographic, vertical, and ad size trends over time.

                                               Based on rigorous methodology, the data sets contain tens of


6.
     a PPenD ix                           38   billions of impressions served by publishers globally, and are

                                               aggregated to preserve publisher confidentiality.

                                                                                                                    1
Channel mix

              an ongoing challenge for publishers is to strike the right balance

              between direct sales (reserved) to advertisers and indirect

              sales (unreserved) through third-party channels such as

              networks and exchanges. how inventory is allocated between

              these two channels impacts overall ad revenue, since reserved

              inventory is generally sold at a higher price. in DFp, publishers




1.
              assign different levels of inventory according to each channel.

              These levels are aggregated here to illustrate what we’re calling

              the channel mix: the ratio of impressions between reserved

              and unreserved inventory.




                                                                                   3
                                                                                                                           Figure 1B

                                                                                                                           Channel mix in DFp—ameriCas puBlishers
           How do sell-through rates
           vary during the year?                                                                   80 %                                                               AmericAs observAtions

                                                                                                                                                                      The americas most
                                                                                                   70 %
                                                                                                                 65%                                                  closely resembled the
                                                                                                   60 %                                62%        62%                 overall global inventory
                                                                                                                                                                59%
    sell-through rates (the percentage of reserved ad inventory sold by the                        50 %
                                                                                                               unreserveD
                                                                                                                                                                      mix, varying only by a
                                                                                                                                                                      single percentage
    publisher’s sales team) vary according to the time of year, with higher sell-                  40 %                                                         41%   point in the first and
                                                                                                                                       38%        38%
                                                                                                                 35%                                                  fourth quarters.
    through rates trending towards the end of the year. although seasonal impact                   30 %
                                                                                                                reserveD

    on sell-through rates is a generally observed phenomenon, we wanted to                         20 %

                                                                                                   QuarTers       Q1                   Q2         Q3            Q4
    understand its magnitude and variation by region. Overall, publishers                            in 2011


    worldwide sold more unreserved than reserved impressions in 2011, and all
    regions exhibited similar compositions in channel mix. it’s also worth noting
                                                                                                                           Figure 1c

    that overall total impressions have grown between 2010 and 2011.                                                       Channel mix in DFp—apaC puBlishers

                                                                                                   80 %
           The rise in reserved impressions tends to be cyclical, with seasonal advertiser                                                                            APAc observAtions

                                                                                                                                                                      The ratio between
                                                                                                   70 %
    demand causing an increase in sell-through rate in the fourth quarter. Globally,                             65%                                            63%
                                                                                                                                                                      unreserved and reserved
                                                                                                   60 %                                62%        62%                 inventory held relatively
    the percentage of unreserved sales remained consistently higher than reserved                              unreserveD
                                                                                                                                                                      steady throughout 2011,
                                                                                                   50 %
                                                                                                                                                                      especially compared to
    throughout 2011, but the ratio between them steadily narrowed from a 28                        40 %                                                               other global regions.
                                                                                                                                       38%        38%           37%
                                                                                                                 35%
    percentage point spread in the first quarter to a 16 percentage point difference               30 %
                                                                                                                reserveD

    in the fourth. We observe that towards the end of the year, emea publishers                    20 %

                                                                                                   QuarTers       Q1                   Q2         Q3            Q4
    experience a more pronounced shift in channel mix compared with apaC                             in 2011


    publishers displaying a slight divergence in channel mix in the fourth quarter.

                             Figure 1a                                                                                     Figure 1D

                             Channel mix in DFp—all puBlishers                                                             Channel mix in DFp—emea puBlishers

    80 %                                                               GlobAl observAtions         80 %                                                               emeA observAtions

                                                                       although reserved and                                                                          The sell-through rate for
    70 %                                                                                           70 %
                                                                       unreserved impressions                                                                         reserved impressions
                   64%                   62%        62%                                                          63%
    60 %                                                               rose incrementally          60 %                                60%        61%                 rose significantly in the
                                                                 58%
                 unreserveD                                            each quarter, reserved                  unreserveD                                       53%   fourth quarter, closing
    50 %                                                                                           50 %
                                                                       impressions grew at a                                                                          the year with reserved
                                                                                                                                                                47%
    40 %                                                         42%   faster rate in the fourth   40 %                                40%                            and unreserved sold
                                         38%        38%                                                          37%                              39%
                   36%                                                 quarter of the year.                                                                           impressions closer to
    30 %                                                                                           30 %
                  reserveD                                                                                      reserveD                                              a 1:1 ratio.
    20 %                                                                                           20 %

    QuarTers        Q1                   Q2         Q3           Q4                                QuarTers       Q1                   Q2         Q3            Q4
      in 2011                                                                                        in 2011




4                                                                                                                                                                                                 5
puBlisher
verTiCal anD
GeOGraphiC
COmparisOns    using the aggregated impressions running through DoubleClick

               ad exchange and Google adsense, this section compares how

               unreserved publisher inventory is spread across vertical subject




2.
               content and geographic areas worldwide.




                                                                                  7
      Which verticals
      show growth in ad
      impressions?




    in 2011, 15 out of the 25 publisher verticals experienced double-digit growth
    in monetized impressions across adsense and the ad exchange. Arts &
    entertainment ranked no.1 in impressions, while posting a healthy 11% year-
    on-year increase. We also observed that both shopping and sports sites
    showed very strong growth, at 37% and 25% respectively. Online Communities
    and Business & industrial sites experienced shifts in inventory mix, and
    contracted during the year.




8                                                                                   9
10
                                                                                  0




                                             30%
                                                             20%
                                                                          10%
                                                                                                10%
                                                                                                                 20%
                                                                                                                                   30%
                                                                                                                                           40%




                                  rAnkinG
                                imPression
                                                                                                                                                   % Growth
                                                                                                                                                 yeAr-on-yeAr
                                                                                                                                                                                                                                                            Figure 2a




                                1
        Arts & entertAinment




                                                                                                     11%




                                2
         online communities




                                                          -21%




                                3
                      GAmes




                                                                                                       13%




                                4
                        news

                                                                                                                 18%




                                5
     comPuters & electronics

                                                                                                9%




                                6
          internet & telecom


                                                                                      0%




                                7
                    shoPPinG
                                                                                                                                         37%




                                8
                      sPorts
                                                                                                                             25%




                                9
             PeoPle & society
                                                                                           4%




            Jobs & educAtion
                                                                                                     11%




                                10
          books & literAture
                                                                                                       13%




                                11
                                                                                                                                                                aD impressiOn year-On-year GrOWTh raTes By verTiCal On The aD exChanGe anD GOOGle aDsense




                   reference
                                12
                                                                   -14%




            Autos & vehicles
                                                                                                                         24%




                                13




                  reAl estAte
                                                                                                             17%




                                14




                food & drink
                                                                                                     11%




                                15




        business & industriAl
                                16
                                                   -25%




             beAuty & fitness
                                                                                      1%




                                17




                     finAnce
                                                                                -1%




                                18




                      trAvel
                                                                                -1%




                                19




                      heAlth
                                                                                                           15%




                                20




          lAw & Government
                                                                                                8%




                                21




            hobbies & leisure
                                                                                                                        23%




                                22




              Pets & AnimAls
                                                                                                                                   29%




                                23




              home & GArden
                                                                                                                        23%




                                24




                     science
                                                                                                                       22%




                                25




11
                                     For this report, CPM is defined as the amount a publisher                                                               demand, some verticals command higher Cpms than others. here, verticals
     How do
     verticals rank                  earns for delivering a thousand impressions through a                                                                   are indexed from highest to lowest Cpm. indexes are compiled from the
     by CPM?                         single ad unit. This is different from the page-level or site-                                                          DoubleClick ad exchange because its composition of ad formats more
                                     level Cpm. For various reasons, including advertiser                                                                    accurately reflects the mix generally bought by advertisers.

 Figure 2B

 inDexeD Cpm COmparisOns By verTiCal FOr The aD exChanGe



     300



     250     257


                        221
     200
                                     200          199


                                                             170           170
     150
                                                                                      153         147      143
                                                                                                                    137

     100                                                                                                                         107             105         105         104       100          96
                                                                                                                                                                                                           89
                                                                                                                                                                                                                    82         81
                                                                                                                                                                                                                                         74             73               73            69           67
      50
                                                                                                                                                                                                                                                                                                               46


       0
               heAlth


                        business &
                        industriAl


                                         Jobs &
                                     educAtion


                                                    trAvel




                                                                             Pets &
                                                                           AnimAls


                                                                                       beAuty &
                                                                                        fitness


                                                                                                  food &
                                                                                                   drink


                                                                                                             news




                                                                                                                                   reAl estAte


                                                                                                                                                 hobbies &
                                                                                                                                                   leisure




                                                                                                                                                               science


                                                                                                                                                                          home &




                                                                                                                                                                                                 society
                                                               reference




                                                                                                                      shoPPinG




                                                                                                                                                                          GArden


                                                                                                                                                                                   internet &
                                                                                                                                                                                     telecom


                                                                                                                                                                                                PeoPle &




                                                                                                                                                                                                            GAmes



                                                                                                                                                                                                                     finAnce



                                                                                                                                                                                                                                sPorts


                                                                                                                                                                                                                                         comPuters &
                                                                                                                                                                                                                                          electronics


                                                                                                                                                                                                                                                                Arts &
                                                                                                                                                                                                                                                        entertAinment


                                                                                                                                                                                                                                                                             online
                                                                                                                                                                                                                                                                         communities


                                                                                                                                                                                                                                                                                          books &
                                                                                                                                                                                                                                                                                       literAture


                                                                                                                                                                                                                                                                                                    Autos &
                                                                                                                                                                                                                                                                                                    vehicles


                                                                                                                                                                                                                                                                                                                     lAw &
                                                                                                                                                                                                                                                                                                               Government
       reAl-time biddinG imPAct
       For years, publishers have monetized their unreserved impressions via third-party ad networks.                                                                through this programmatic channel. although much has been debated about whether aggregated
       increasingly, they are using ad exchanges and other yield management tools to maximize their                                                                  spending on ad exchanges with rTB might cause a race to the bottom in publisher revenue, we’ve
       revenue from these partners in ways that complement their direct sales strategies. in 2011                                                                    observed this not to be the case. in previous studies, we’ve seen u.s. publishers gain an average of
       publisher earnings continued to grow via these channels, and we observed the highest growth                                                                   188% lift in revenue when the Ad Exchange wins the auction compared with fixed upfront sales
       occurring in exchange-based platforms.                                                                                                                        of non-guaranteed display advertising. in a separate study, we’ve observed emea publishers gain
             spend on the ad exchange via real-time bidding (rTB) grew from 58% at the end of 2010 to 72%                                                            73% in revenue where the ad exchange won against a complete channel mix of direct sales teams
       by the end of 2011. in 2012, we anticipate this growth to continue as buyers increase their spends                                                            and other networks.



12                                                                                                                                                                                                                                                                                                                           13
     Which countries
     generate the most
     impressions?

                                                                                                                                            PubliCiTé

                                                                                                                                                        광고
 One of the most fascinating aspects of online advertising is seeing content
 originate from all over the world. north america and Western europe have
 traditionally produced the largest online publishing businesses, and remain the




                                                                                                                                             廣告
 powerhouses of online content. In 2011, Asia-Pacific publishers, especially
 from east asia, are delivering an even larger share of global impressions. With
 rising internet accessibility and usage growing worldwide, some of the fastest
 growth rates are being experienced by publishers outside these traditional
 hot-spots of digital advertising, presenting attractive regional diversification
 opportunities for publishers.
      This global map calls out the 2011 impression contributions of the top 25
                                                                                                                                                    Anuncio
 publisher countries on DoubleClick ad exchange and Google adsense.
 We’ve been incredibly impressed by the size and growth from publishers
 based in china and Japan, who comprise 11% and 6% of total impressions,
                                                                                                                                          Объявление
 respectively. We also observe that publishers located in emea are
 experiencing significant impression growth.                                                                                                       Pubblicità

     publishers included in this report come from 235 countries
     and territories—from established, highly populated nations like
     Japan right through to the island country of palau, one of the
                                                                       more and more ad networks—of which Google adsense is one—
                                                                       allow anyone with an internet connection and original content
                                                                       to earn revenue as an online publisher, facilitating creation of
                                                                                                                                           広告
                                                                                                                                                anzeiGe
     world’s newest sovereign states. Below, we’ve highlighted some    local content and new business models. some are very small
     emerging markets that are posting extraordinary ad impression     countries in terms of population, but post ad impression growth
     growth in 2011, and are ones to watch.                            rates that are (almost!) out of this world.
     egypt 45% growth                                                  laos 382%
     indonesia 85% growth                                              equatorial Guinea 4635% growth
     venezuela 79% growth                                              montserrat 990% growth
     kenya 157% growth                                                 Palau 1106% growth




14                                                                                                                                                              15
 Figure 2c

 impressiOns By COunTry On The
 aD exChanGe anD aDsense
                                 cAnAdA                GreAt britAin   GermAny        PolAnd    romAniA   ukrAine    russiA                      south koreA

                                 2.2%                     4.2%         4.9%           2.5%      0.9%      1.0%       2.1%                          1.8%           JAPAn
                                                                                                                                 chinA                           5.7%
                                                                                                                              10.5%                                                 other
                                                                                                                                                                                    12.8%




                       u.s.

                 24.7%
                                  ArGentinA   brAzil   sPAin      frAnce    belGium   netherlAnds itAly    turkey   isrAel    indiA   thAilAnd   honG konG     tAiwAn   AustrAliA

                                    0.9%      3.2%     3.1%       4.8%      0.6%         2.4%     2.1% 2.5%         0.8%      2.5%     0.7%        1.2%        1.0%       0.9%

16                                                                                                                                                                                          17
     Has CPM changed in top
     publisher countries?



 a snapshot of Cpm changes during Q3 and Q4 of 2011 for the top 10 largest                            the overall slowdown in advertising spend in late 2011. Germany also
 countries by impressions on the ad exchange shows that Cpms varied widely.                           experienced a change in inventory that produced an atypical decline that was
 We observe that in many countries—including the u.s., Great Britain, and                             restricted to this quarter. in conjunction, we observed that reserved inventory
 France—Cpm grew over Q3-Q4. in some emea markets, notably spain and italy,                           sales nearly matched unreserved sales in emea over Q3 and Q4 (see section 1),
 CPMs fell significantly in the fourth quarter, but this seems to correspond with                     indicating a higher sell-through rate of premium-priced inventory.



 Figure 2D

 ChanGes in Cpm By puBlisher COunTry On The aD exChanGe




      200
                                                                                                                                                                5%
      180

                                                                                                                                                                     173
      160                                                                                                                                                      165
                                         2%
                11%                                                                                                                              39%
      140

                       130                                                                                                                              131
                                        125   127
      120                                                                -16%
                117
                                                         4%
      100
                                                                                                                                                 94
                                                                          88                                                       0%
       80
                                                        76
                                                                79                       -33%                        -8%
                                                                                74                    14%
       60
                                                                                                                                   56   56
       40                                                                                43
                                                                                                            41       40
                                                                                                      36                    37
                                                                                                29
       20


        0

                      u.s.                cAnAdA              GreAt       GermAny             sPAin    frAnce             itAly   netherlAnds         isrAel   AustrAliA
                                                             britAin




                 %
                %GroWTh      CPm Q3      CPm Q4     CPm Q3    CPm Q4   CPm Q3   CPm Q4
                             ameriCas    ameriCas   emea      emea     apaC     apaC




18                                                                                                                                                                                      19
aD sizes


           Publishers can maximize their revenue by choosing to offer

           ad sizes that are in higher demand by advertisers. They aim

           to strike a balance between customized ad packages with

           exclusive sizes that can be tailored to the needs of an individual




3.
           advertiser, and standardized sizes that will accommodate

           creatives from the majority of advertisers and networks.




                                                                            21
     Which ad sizes
     are growing in
     popularity?

                                                                                 300 x 250
 publishers make decisions on ad sizes based on the audience they wish to
 target, the content environment, and the ad size that advertisers prefer to
 use to reach that audience. To determine the most popular ad sizes and
                                                                                                      728 x 90
 identify any growth trends, we took a look at ad sizes trafficked through the   320 x 50
 DFp ad serving platform. the top three ad formats—the medium rectangle,
 leaderboard and skyscraper—comprise nearly 80% of all served ad
 impressions. however, the remainder of impressions span a wide variety of
 uncommon sizes. There were over one thousand different ad sizes trafficked—
 yet only 300 unique sizes posted more than 1 million impressions during 2011.                300 x 600
     The growth in non-standard ad sizes is notable, and it has mostly been at                                  468 x 60
 the expense of traditional ad sizes like the 468 x 60 banner and 120 x 600
 skyscraper. Of interest is the growth of larger “premium” formats, which
                                                                                      160 x 600                    300 x 100
 offer advertisers a richer visual canvas for their creatives.



                                                                                 88 x 31




                                                                                                  120 x 600



                                                                                                              336 x 280




22                                                                                                                             23
        fiGure 3A

        GrOWTh OF TOp 10 aD sizes By impressiOns serveD ThrOuGh DFp anD plaTFOrms



                                                                                                                                                                                                                                                          119%
 120%




 100%




 80%
                                                                                                                                                 70%

                      % of imPressions
 60%
                                % GroWTh Q1–Q4




 40%                                                                                                                                                                                                 37%
               33%                        32%

                                                                       21%
 20%                      18%
                                                                13%
                                                    10%
                                                                                         3%                          2%                2%                          2%         2%                1%                     1%                         1%
                                                                                                                                                                                                                                 0%




 20%                                                                                              -16%                          -15%




               300 x 250                   728 x 90             160 x 600                468 x 60                   120 x 600          300 x 100                    88 x 31                    300 x 600              336 x 280                   320 x 50




                toP three Ad units                                    smAller-sized Ad units                                           Premium Ad sizes                                                    mobile Ad sizes

                The medium rectangle, leaderboard, and                in general, impressions shrank in this category. The             in 2011, 300 x 600 and its companion sizes 300 x 50 and             in 2011, mobile optimized sizes, including 320 x 50
                skyscraper comprise the vast majority of ads          468 x 60 banner and 264 x 60 half banner, as well as             300 x 100 grew by double digits, and were particularly              and 300 x 50, experienced record growth among
                served. all three posted robust growth rates.         buttons 125 x 125 and 120 x 120, have become less                favored by news, sports, and entertainment publishers.              publishers. The 300 x 50 is the 21st most popular
                                                                      popular. The only small unit that is holding its ground          The increase in the 300 x 600 unit is indicative of a trend         ad size, but grew 186% in 2011.
                                                                      is the 88 x 31 micro bar, which is mostly used to                where publishers are offering more visually impactful
                                                                      advertise financial products.                                    ad sizes that are favored by brand advertisers, over the
                                                                                                                                       functionality to direct response advertisers.



24                                                                                                                                                                                                                                                               25
     How do ad sizes
     compare by CPM?



 The Cpm index of the 10 most popular ad sizes on the ad exchange shows that         ad networks show fewer ad size variations since most sellers and buyers have
 the 300 x 250 medium rectangle posted a 12% increase over the leaderboard           standardized their offered inventory to reflect the most popular ad sizes. One
 and an 18% increase over the skyscraper formats in 2011. The top three              explanation for the relatively high Cpm of the 336 x 280 large rectangle may be
 ad sizes in the ad exchange comprise approximately 95% of all impressions           the result of lower publisher supply for this format. however, advertiser
 served, and they are identical to the top three ad sizes seen on DFp.               demand is also correspondingly lower.


 Figure 3B

 aD size Cpm COmparisOns On The aD exChanGe




      180


      160
                                                                                       159

      140


      120

                  109
      100
                                  97
                                                92
       80


                                                                                                                    68
       60

                                                                           53
       40
                                                           41

                                                                                                                                  27
       20

                                                                                                                                                14
                                                                                                      8
        0




                 300 x 250      728 x 90      160 x 600   468 x 60       120 x 600    336 x 280     200 x 200     234 x 60      120 x 240     125 x 125




26                                                                                                                                                                    27
mOBile
WeB aD
impressiOns
              With consumer mobile usage growing rapidly, publishers are

              rethinking their content monetization strategy. advertisers look

              to reach audiences across screens and formats, and publishers

              are responding to this demand with ever-more sophisticated




4.
              channels for monetizing mobile content. mobile has become

              essential to the overall ad inventory mix, but some publisher

              verticals on the mobile web are growing faster than others.




                                                                                 29
     Is mobile growing
     across the board?




 There has never been a better time for publishers to engage mobile users,
 whether through a mobile-optimized site or a full-featured app. Growth in
 mobile usage has exploded with impressions on the ad exchange and
 adsense platforms increasing by 250% over Q3 and Q4 2011. This growth is
 not just happening in highly mobilized cities like seoul and san Francisco, but
 also in emerging markets where users are first interacting with the internet
 not on a desktop but on a mobile phone. Both mobile and desktop ad
 impressions exhibit strong growth, but due to increased mobile web usage,
 mobile ads are growing at a faster rate and have increased as a proportion
 of overall ad impressions.
     We took a look at mobile web impressions over the last quarter of 2011 to get
 a sense of average vertical impression growth. Globally, all publisher verticals,
 with the exception of Travel, experienced double-digit growth in mobile web
 ad impressions in the fourth quarter of 2011. as might be expected from
 seasonal consumer mobile usage, the strongest vertical market in mobile
 usage was shopping, with 69% growth, followed by Food & Drink at 61%.




30                                                                                   31
     Figure 4a
     GlOBal mOBile WeB aD impressiOn GrOWTh By verTiCal On The aD exChanGe anD aDsense




                 69%
                                               61%

                                                                             47%               45%                      45%                 43%              41%                   40%                    40%




             shoPPinG                        food & drink                  PeoPle &           reference                books &           online              lAw &               internet &            comPuters &
                                                                            society                                   literAture       communities        Government              telecom              electronics




        39%
                            36%               35%
                                                                32%             31%        30%             29%          28%         28%
                                                                                                                                                  25%     23%          22%        20%         19%       18%

                                                                                                                                                                                                                9%




         GAmes              Arts &           science           heAlth           Pets &     Jobs &         hobbies &   business &   home &         news   finAnce   reAl estAte   beAuty &     sPorts   Autos & trAvel
                        entertAinment                                          AnimAls   educAtion         leisure    industriAl   GArden                                         fitness              vehicles




32                                                                                                                                                                                                                      33
viDeO aDs


            videos tell stories—from publishers as well as advertisers.

            video is becoming a lucrative part of a publisher’s ad inventory,

            partly because it offers creative opportunities that attract

            brand advertisers, and partly due to tremendous viewer




5.
            demand. We’re excited about the growth in video advertising,

            and we have more comprehensive metrics in store—so stay

            tuned for more to come.




                                                                                35
                                                                                   fiGure 5A

                                                                                   viDeO aD lenGTh
     How do video ads
     impact viewers?




 video content monetization is now one of the fastest-growing segments in
 advertising. publisher video impressions grew nearly 70% in the second half of
 2011 across the DFp video platform. as measured across in-stream video
 impressions in DFp, the average midpoint and completion rates of a video
 ad come in at 79% and 72%, respectively. about 51% of video ads run between
 15 and 30 seconds in length, with 36% running more than 30 seconds, and
                                                                                         15 to 30 seconds                over 30 seconds   less thAn 15 seconds
 only 13% running less than 15 seconds. We’re also seeing a 175% increase in
 impressions on the 640 x 360 ad unit that fits wide-screen players. Conversely,
                                                                                               51%                          36%                  13%
 we’ve observed a decrease in standard aspect-ratio video player impressions,
 indicating that they’re phasing out.


                                                                                   fiGure 5b

                                                                                   in-sTream viDeO aD COmpleTiOn raTes




                                                                                                                            midPoint
                                                                                                                               79%




                                                                                                                                                    comPletion
                                                                                                                                                        72%




36                                                                                                                                                                37
appenDix
           imPortAnt notes About the dAtA in this rePort


           • The data sets used to obtain the metrics presented in this report are
             sourced from DoubleClick for publishers (DFp) ad serving platform, the
             DoubleClick ad exchange, and Google adsense.


           • The data sets contain tens of billions of impressions served by publishers
             globally for the year 2011.


           • although revenue and absolute Cpm benchmarks would be useful to
             publishers, to preserve client confidentiality, that information is unavailable.


           • a publisher’s vertical is determined by the site’s primary content subject.


           • a publisher’s geography is determined by their billing country.




6.                                                                                              39
 GooGle’s Publisher disPlAy Products




 DoubleClick for publishers (DFp) is a comprehensive      DoubleClick ad exchange enables publishers to
 ad serving solution that helps publishers streamline     make the most of every display impression, across
 their ad management to increase efficiency               every channel. It is the only ad exchange that offers
 and minimize costs. Featuring efficient trafficking      real-time access to every major demand source,
 workflows, robust inventory management and               including the Google Display network. in addition,
 forecasting, revenue optimization, and granular          the ad exchange connects seamlessly with the DFp
 reporting, DFp equips publishers with a complete         ad serving platform, making it easy for publishers to
 tool kit for ad delivery and revenue optimization        achieve the maximum value from every impression.
 across all digital ad inventory. DFp can be seamlessly   For more information, visit google.com/doubleclick
 customized with platform modules to meet a
 publisher’s current and future advertising needs.
 For more information, visit google.com/dfp




 Google adsense is a free program that helps online       admeld, acquired by Google in December 2011, is
 publishers earn revenue by displaying relevant text      the most recent addition to DoubleClick’s publisher
 and display ads on a wide variety of online content,     offerings. Admeld helps the world’s top online
 including websites, site search results, mobile sites,   publishers sell their ad inventory smarter, capture
 video content and games. The Google adsense              new revenue streams, and simplify their operations.
 program includes more than 2 million publishers          admeld’s unique approach is marked by high-touch
 globally and supports 33 different languages. For        services and its track record of innovation in private
 more information, visit google.com/adsense               exchanges, Traditional yield management, and
                                                          mobile yield management. For more information,
                                                          visit admeld.com




40

				
DOCUMENT INFO
Shared By:
Categories:
Tags: google, adsens
Stats:
views:3
posted:9/24/2012
language:English
pages:23