North America and Global adoption accelerated in Q3; Viewability measurements vary widely
NEW YORK, Oct. 29, 2015 /PRNewswire/ — The Accordant Media “Programmatic Media Market Pulse: Q3 2015” report released today shows that the growth rate for programmatic media increased at accelerated rates both globally and in North America. At the same time, the report’s Spotlight section reveals that significant discrepancies exist among viewability measurement vendors, which has sown confusion in the marketplace. Highlights of the report include:
- Q3 RTB media auction volume jumped as more global players expanded their programmatic buys. Global RTB volume rose 215% year-over-year and 59% quarter-over-quarter. The North American exchange-traded media ecosystem rose 53% year-over-year and 13% over Q2 2015.
- Several countries continue to jockey for position behind the U.S. in terms of global RTB market share. Brazil displaced the U.K. as the second-largest country in terms of RTB market share, and Japan rose to the No. 3 spot. The U.K. and Russia round out the top five.
- Collectively, these countries are gaining ground on the U.S., which saw its share of the RTB market drop 28% quarter-over-quarter. The U.S. now accounts for about one-in-four (25%) of worldwide RTB trades, down from about 35% last quarter.
- In this quarter’s Spotlight, Accordant Media conducted a cross-vendor viewability test. Results from our analyses underscore a significant disconnect among leading providers, which may be reducing, rather than adding to, advertiser’s acceptance of programmatic solutions.
“This continuing hyper-growth could be taken as clear validation that the ecosystem is transitioning from the early-adopter growth stage to the mass adopter growth stage,” said Matthew Greitzer, Accordant Media COO & co-founder. “It is very encouraging to note that brand marketers have embarked on a scaled adoption of an advanced marketplace.”
The current struggle with reconciling viewability measurements is one speed bump that the industry needs to navigate around. “The concept is valid, but the execution is another challenge,” said Arthur Muldoon, Accordant Media CEO & co-founder. “Our findings suggest significant technical challenges still need to be resolved before the industry can fully rely on a standard.”
For a copy of the full report, please contact: Info@AccordantMedia.com
About Accordant Media
Accordant Media makes advertising investments more successful for marketers by unlocking the value of audience data. Through a unique combination of sophisticated data management and activation technologies, expert service and industry-leading transparency, we give marketers more insights and accountability to drive (cost) effective results at scale.
Our comprehensive Accordant ATS™ solution has helped us attract leading marketing teams as our clients. Accordant, founded in 2010, was established by digital industry leaders from Avenue A | Razorfish, Aegis Media, Akamai and DoubleClick.
Accordant Media has offices in New York City, San Francisco, Chicago and London. www.accordantmedia.com
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