Online Ad Serving Buyer's Guide 2008




Author: Richard Maven and Linus Gregoriadis, E-consultancy
Pages: 112 pages
Structure: Market trends and issues, 11 vendor profiles

About this Guide

This buyer's guide is aimed at both publishers and advertisers who are investigating the market for ad serving platforms, with profiles of 11 leading suppliers.

The guide also provides detail on the issues and trends affecting this sector, as well as guidance about how to select the right technology platform.


Like all our buyer's guides, the report starts with a look at trends in the marketplace.

Trends in the ad serving market, covered in this report, include:

- Strength of online advertising market drives demand for ad serving technology.
- Acquisitions increase potential for integrated solutions, but sector consolidation raises concerns about data privacy and effect on competition.
- Behavioural targeting enables publishers to optimise inventory.
- Advertisers continue to push for improved measurement and planning tools.
- Publishers seek enhanced optimisation functionality.

The 11 suppliers profiled are:

24-7 Real Media, Adify, ADTECH, Atlas, DoubleClick, Facilitate Digital, Mediaplex, OpenX, PositiveFeedback, RedEye, TradeDoubler.

Who is this Guide for?

It is primarily aimed at publishers, agencies and advertisers who are looking for an ad serving platform or reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market.