14/05/2018 Online advertising revenue in the United States from 2000 - - PowerPoint PPT Presentation

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Feb 09, 2023 105 likes •185 views

14/05/2018 Online advertising revenue in the United States from 2000 to 2016 US Display Ad Spending Share, by Type, 20112017 80 120% 72.5 70 100% 59.6 60 REVENUE IN BILION U.S. DOLLARS 80% 49.5 50 42.8 60% 36.6 40 31.7 40% 30

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Online advertising revenue in the United States from 2000 to 2016

8.09 7.13 6 7.3 9.6 12.5 16.9 21.2 23.4 22.7 26 31.7 36.6 42.8 49.5 59.6 72.5 10 20 30 40 50 60 70 80 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 REVENUE IN BILION U.S. DOLLARS REF : STATISTA.COM

US Display Ad Spending Share, by Type, 2011‐2017

0% 20% 40% 60% 80% 100% 120% 2011 2012 2013 2014 2015 2016 2017 REF : EMARKETER.COM RTB Non‐RTB Programmatic Nonprogrammatic

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32.44 31.58 29.89 26.59 24.96 25.17 25.35 10.67 19.15 28.72 40.5 49.81 57.78 65.87 10 20 30 40 50 60 70 2013 2014 2015 2016 2017 2018 2019 Axis Title

US Digital Ad Spending, by Device, 2013‐ 2019,billions

Desktop Mobile M1

73% 70% 83% 7 %

f consumers dislike online pop ups

dislike ads on their mobile phone

f consumers would like to be able to block all ads on their phone or tablets

stated they clicked on ads because they found them compelling

1993

Advertiser Publisher

SLIDE 3

Slide 5 M1 MOBILE VIDEO REVENUE INCREASED 145% TO BE 85% OF DESKTOP VIDEO REVENUE IN 2016

MRD, 20/02/1397

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1994 1995

WebConnect

Advertiser Ad Network Publisher

1996

Browser/user Publisher’s website Ad server Direct deal Ad network

1997

P R I V A C Y R F C 2 1 9

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1998‐2000 2000‐2005

AdWords AdSense

Publisher

Ad Network 1 Ad Network 2

….. 2005

Publisher

Ad Network 1 Ad exchange

Advertiser

Ad Network 1 Publisher Ad exchange

2006

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2007

AdECN

Microsoft

DoubleClick

Google

RightMedia

Yahoo Advertiser DSP Ad exchange 1 Ad exchange 2 Ad exchange 3

2008‐today

Advertiser DSP 1 DSP 2 DSP 3

SSP/ad network

Ad exchange 2 Ad exchange 1 Publisher

Final Landscape

Measurement /analytics verification Trade Desks Media Agencies Advertiser Creative Optimization Ad Servers Data Suppliers DMPs Ad Networks DSPs Ad Exchanges SSPs Publishers DSPs Ad Exchanges Ad Servers Ad Networks SSPs DMPs

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Challenges

History & Challenges of Online Advertising

Mohammad Reza Divsalar Advisor : Amin Nobakhti Sharif Uni of Tech, EE Department, Control Systems Group Weekly Seminars , first presentation May 2018

REFs :

1) Yuan, Shuai, Jun Wang, and Xiaoxue Zhao. "Real‐time bidding for online advertising: measurement and analysis." Proceedings of the Seventh International Workshop on Data Mining for Online Advertising. ACM, 2013. 2) Zhang, Weinan, et al. "Feedback control of real‐time display advertising." Proceedings of the Ninth ACM International Conference on Web Search and Data Mining. ACM, 2016. 3) Zawadzinski," Programmatic and RTB Challenges and opportunities " ,2017 4) Zawadzinski, " The History of Advertising Technology ", 2015