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Ad Rebound Fueled by Display [Affiliate]

Posted on 11.17.2009

Advertising infrastructure company the Rubicon Project has released the seventh installment of its Online Advertising Market Report which addresses emerging industry trends and market shifts occurring in late 2009.

Included within the report is the latest Rubicon 20 Index, a measure of performance across a number of factors (including CPM, revenue and traffic volume) on a roster of 20 of the Web’s most heavily-trafficked properties. CPMs across the Rubicon 20 Index have risen by an average of 8 percent vs. Q2.

The growth was driven by increased spending by some of the ad industry’s core advertisers – business & finance, telecom and automotive brands – that had previously been holding back.

“We’ve remained optimistic throughout the last year regarding the health of the online advertising industry, therefore the growth and resilience in Q3 – proven by the $160 million invested in the ad network and exchange this quarter – came as no surprise. Based on pricing and spending behavior from customers and partners, as well as our early Q4 results, we predict the market will continue to improve through year-end, leading into a still-stronger 2010,” said Craig Roah, COO and Founder.

Key forecasts and trends addressed include:

- Audience-based buying and selling – as opposed to trafficking based only on volume or reach – is becoming a far more valuable way for both advertisers and publishers to do business;
- Business & finance, telecom and automotive brands brought more dollars to the table in Q3 with a significant increase in ad spending;
- International opportunities, such as the need for yield management solutions in Asia Pacific, optimization tools to help monetize international inventory in Australia and diversification of the search and display ad markets in China;
- A look at how publishers need to regain equilibrium with demand-side players to ensure the success of the online advertising ecosystem heading into 2010 and beyond.

 


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