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1、The Rise of the Independents:European Ad Server Research 2022Mat Broughton Senior Editor,ExchangeWirePublished May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any informati
2、on storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withIn association with:Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechan
3、ical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|ContentsExecutive summary 3Key fjndings 4Market highlights 5Section I:Ad server selection 6Current use of ad server 7Factors for ad serv
4、er selection 10Reasons against switching to a new ad server 12Section II:Impact of industry trends 13Impact of privacy-mandated changes on choice of ad server 14Awareness of industry trends 16Impact of industry trends 17Acknowledgements 20Sample&Methodology 20About Equativ 20About ExchangeWire 20“Wh
5、oever expects a tailored product from Google for your respective business model simply doesnt know how Google works.If you manage to work with Google to your advantage youre good to go.”Hannes Modes CTO at QuarterMedia2/20In association with:Published May 2022.All rights reserved.No part of this pub
6、lication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Executive summaryThe digital advertising indus
7、try is undoubtedly facing its most fervent period of change in its history.Third-party Identifjers,which once underpinned the sector,are now falling by the wayside,while regulators across the globe look to further tighten privacy regulations with consumer protection in mind.The gaze of the legislato
8、r is also falling towards big tech giants and how they are wielding their market position,with nine-fjgure Euro fjnes already reaching the doors of the US behemoths.As a vital component of online advertising and therefore in publisher revenue generation,the ad server proves an excellent microcosm of
9、 how these trends are impacting the market.This report,produced in association with Equativ,was produced to examine the key drivers behind ad server selection across Europe and how prominent industry trends,such as the deprecation of third-party cookies,upcoming privacy-focused legislation,and antit
10、rust examinations into big tech colossi,are afgecting publishers choice of partner.Coupling original quantitative research with thought-led insight from Europe-based media and advertising professionals,the following is examined:J Factors afgecting ad server selectionJ Impact of industry trends on pu
11、blisher choice of ad serverJ How publisher ad server needs are varying according to scaleJ Levels of trust towards Google;Facebook;Microsoft;and Amazon.As detailed within the report,the fjndings reveal a signifjcant shift in power is occurring,with the impetus shifting away from the big tech giants,
12、towards publishers and their emergent independent technology providers.Privacy is increasingly at the forefront of publisher mindsets,while scaled publishers are highly concerned about business practices and legal compliance,and are looking to experiment with difgerent providers in 20222023.Publishe
13、r requirements are varying dramatically according to scale and market,signaling an end to blunt one-size-fjts-all strategies and handing further opportunity to nimble and adaptable solutions.“Power belongs to the Open Web,and it is time to take it back.Our mission at Equativ is to make that happen w
14、hile promoting a more independent and interoperable ad tech ecosystem.This research confjrms what weve been increasingly hearing from publishers across Europe and beyond,that they are considering new factors linked to privacy,antitrust,and alignment of interests when selecting their technology partn
15、ers,”explains Arnaud Crput,CEO at Equativ.“A sign of us heading in the right direction can be seen in the recent announcement of Vocento a leading media group in Spain to join us as a full-stack client.This trend is gaining momentum and we are looking forward to seeing whats to come in the future.”3
16、/20In association with:Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the p
17、ublishers.Copyright ExchangeWire L|Key fjndings include:J Of publishers likely to switch ad servers within the next 18 months,privacy-mandated changes such as identifjer deprecation and legislation have a much greater impact on their choice of ad server.J Large publishers(revenue 100m)are signifjcan
18、tly more likely to switch ad server within the next 18 months compared to small publishers(revenue 10 million,100 million)are seeking greater effjciencies within their stack,with integration,full stack capabilities,and cost the most pressing factors driving their decision-making when selecting a new
19、 ad server.Alongside logistical concerns such as cost,features,and integration,privacy requirements were ranked as signifjcantly important in publisher decisioning to switch to a new ad server,with 27.9%of respondents selecting it as a driving factor.Despite the looming deprecation of third-party co
20、okies,this is expected to become more prevalent for European publishers in the coming months,with the proposed EU Digital Services Act carrying further rules on targeted advertising,including a prohibition on the use of targeting minors for advertising purposes.There are again marked difgerences bet
21、ween the German market and other European publishers.Cost is signifjcantly less important as a driver towards shifting to a new ad server among German publishers,with only 25%of respondents selecting it.Here,poor relationship with the current provider(41%)and legal/trust concerns with the current pr
22、ovider(37%)were the predominant factors.Contrastingly,large publishers were more concerned about factors including poor relationships with their current provider,concerns about business practices,legal and trust concerns with their current provider,and leveraging new channels.Figure 4:Factors drivin
23、g shift to new ad server by market60%50%40%30%20%10%0%CostFeaturesBetter integrationPrivacy requirementsLegal/trust concerns with current providerChoosing to work with independent companiesConcerns regarding consent managementSwitching to a full stackPoor relationship with current ad serverConcerns
24、around business practicesLeveraging new channels(eg CTV)Awareness ratingDEFR/IT/ESUKFactor11/20In association with:Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or
25、 any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Ease and convenience was cited as the most common reason for not switching to a new ad server(33%),closely followed by expense(29%).As previously discussed,resource issues r
26、emain preeminent for European publishers,therefore facilitating an easy and inexpensive transition to new services should be a priority for ad server providers and wider advertising technology suppliers.Ease and convenience is also the predominant factor(42%)as to why publishers would not look to sw
27、itch away from Google,followed by poorer integration(28%);expense(26%);and desire to use a full stack(25%).Notably,all factors,both for and against switching ad server,were each selected by 15%or more of respondents,indicating theres no one magic bullet either encouraging or discouraging publishers
28、from selecting a new ad server,and is highly publisher-specifjc.Reasons against switching to a new ad serverFigure 5:Reasons against switching to a new ad serverEase/convenienceMore expensivePoorer integrationDesire to use a full stackLoss of revenue/demandConcerns regarding consent managementLocked
29、 into a multi-year agreementMy company wouldnt allow us to switchLoss of data following identifjer deprecationMarket uncertainty as a result of CovidLack of functionality on alternatives40%33.3%29.4%21.9%20.9%18.9%18.9%18.4%17.9%16.9%16.9%15.4%14.9%30%20%10%0%Percentage of respondentsFactorResource
30、required to switch Theres no one magic bullet either encouraging or discouraging publishers from selecting a new ad server,and is highly publisher-specifjc12/20Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic o
31、r mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:Section II.Impact of industry trends13/20Published May 2022.All rights reserved.No part of this publication
32、may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:Privacy-mandated changes such as de
33、precation of identifjers and privacy-focused legislation are set to have more impact on publishers choice of ad server where they are currently using Google Ad Manager(7.1)than those using independent ad servers(6.7).As these privacy-mandated industry changes are set to continue(Section I Factors fo
34、r ad server selection),it will be important to note going forward whether this currently minor difgerence widens,particularly given the somewhat troubled development of its privacy sandbox programme.Impact of privacy-mandated changes on choice of ad serverThere is a fairly signifjcant impact of priv
35、acy-mandated changes,such as the deprecation of identifjers across mobile and display,on choice of ad server for European publishers,with an average impact rating of 6.2.Figure 6:Impact of privacy mandated changes on choice of ad server all markets20%15%11.9%2.5%4.5%3.0%14.9%6.0%18.4%15.9%15.4%7.5%1
36、0%5%0%Percentage of respondentsImpact RatingAs highlighted in the fjgure below,there is a marked split between publishers which were not afgected by privacy-mandated changes,and those to which it had a substantial impact.Once again,publishers within Germany are more sensitive to non-resou
37、rce factors than other markets,with privacy-mandated changes more likely to have an impact on choice of ad server here(7.9)than in FR/IT/ES(6.3)and UK(4.8).14/20Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic
38、or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:Moreover,privacy-mandated changes have had a signifjcantly stronger impact on large publishers choice of ad
39、 server(7.7)compared to small publishers(5.0).As evidenced in the following topic(Section II awareness of industry trends),smaller publishers were generally less aware of industry trends than larger fjrms,thus more efgort should be undertaken by the wider industry to educate and inform smaller publi
40、shers to ensure they are fully aware of how looming changes are set to afgect them.Given how smaller publishers are less likely to have large pools of authenticated users,and are more sensitive to resource issues(Section I),they are more likely to be exposed to these privacy-mandated changes,making
41、this education piece especially important.Finally,privacy-mandated changes have a dramatic impact on those already contemplating partnering with another ad server provider.Of publishers likely to switch ad servers within the next 18 months,privacy-mandated changes such as identifjer deprecation and
42、legislation have a much greater impact on their choice of ad server,with an average impact rating of 8.5,more than double that of those not looking to switch within the next 18 months(3.5).Privacy-mandated changes have a dramatic impact on those already contemplating partnering with another ad serve
43、r providerFigure 7:Impact of privacy-mandated changes on choice of ad server by publisher size801234567Impact RatingPublisher SizeLargeMediumSmall7.77.05.015/20Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic o
44、r mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:Figure 8:Awareness of industry trends by publisher size12340Alleged self-preferencing or other anti-competit
45、ive behaviours at big tech fjrms such as Jedi Blue case or Bernanke caseLegislative efgorts to curb the powers of big tech,such as the EU Digital Markets ActOngoing negotiation of neighbouring rights between publishers and big tech fjrmsLegal efgorts to halt the deprecation of third-party cookies wi
46、thin the Google Chrome browserGoogles Privacy Sandbox initiativeFines levied against Google and Facebook for not appropriately managing user consentFine levied against Google by the French Competition Authority in June 2021 for anti-competitive behaviourMicrosofts proposed acquisition of XandrAwaren
47、ess ratingLARGEMEDIUMSMALLAwareness of industry trendsPublishers are generally familiar with industry trends and events,with an average familiarity rating of 2.3 out of four.However,small publishers were signifjcantly less aware of the surveyed industry trends,with an average awareness rating of 1.8
48、9,close to half that of large publishers(3.24).The education piece is critical here given a number of factors,namely the efgect self-preferencing has had on Googles market share(Section I current use of ad server);smaller publishers being more exposed to privacy-related industry changes(Section II a
49、wareness of industry trends);and smaller publishers having less inherent trust of big tech fjrms(Section II trust in big tech fjrms),as,without this awareness,smaller publishers may be missing out on the opportunity to diversify their ad serving operations,and wider ad stack.German publishers are ge
50、nerally more aware of industry trends,with an awareness rating of 3.1,than UK(2.1)and FR/IT/ES(2.5)publishers.Given how publishers within Germany are more likely to switch ad server as a result of legal and trust concerns(Section I factors for ad server selection),this demonstrates the strength of t
51、his link between awareness and openness to diversifying to independent providers.2.3/4 average familiarity rating of publishers with industry trends and eventsIndustry Trend16/20Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any
52、means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:Significant impact on companyAlleged self-preferencing or other anti-competitive behaviour
53、s at big tech firms such as Jedi Blue case or Bernanke caseLegislative efforts to curb the powers of big tech,such as the EU Digital Markets ActOngoing negotiation of neighbouring rights between publishers and big tech firmsLegal efforts to halt the deprecation of third-party cookies within the Goog
54、le Chrome browserGoogles Privacy Sandbox initiativeFines levied against Google and Facebook for not appropriately managing user consentFine levied against Google by the French Competition Authority in June 2021 for anti-competitive behaviourMicrosofts proposed acquisition of XandrCreated a sense of
55、uncertainty for the futureReconsidering relationship with ad serverMore likely to switch to a new ad server within the next 18 monthsImpact of industry trendsThe majority of surveyed industry trends had a substantial impact on European publishers,while there was a less strong corresponding efgect on
56、 ad server selection and intention to switch ad server within the next 18 months.Toth highlights how these industry changes across privacy policies and regulations are going to be a predominant consideration for publishers in the years ahead,“We need to work together,and all ad servers have their ad
57、vantages and disadvantages.If I had a major issue with the current one,I would change it.This time is so uncertain for everyone and not because of the ad server itself,its because of the new legislation and rules hit by difgerent sources.7.527.367.387.407.507.217.187.507.146.907.076.907.147.027.007.
58、047.047.067.106.937.207.136.987.037.016.867.046.876.956.857.076.9317/20Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval syste
59、m,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:“We cant use any system if we cant establish trust with our audience.No matter what technology we use,the revenue and the targeting capabilities just mentioning some will sufger,hence here I would
60、defjnitely step back and analyse,and build a strong strategy around data and compliance.“One of the most widely used ad servers achieved it because of us we chose this tech and to be honest,so far this setup gave us many opportunities as well.The interface is easy compared to some of the others,the
61、AM for bigger publishers have short SLAs in terms of troubleshooting,and this gave us some sort of security.“I also would consider changing ad server if there is a long-term assurance that they have enough capability and fmexibility for the long term future to deal with publishers at all levels,and
62、that they can plug demand to the pipes in a most effjcient way.Meanwhile,they need to constantly innovate and give the right and transparent pricing to their partners.”Despite running against common assumption,fjnes levied against Google/Facebook for consent management are more likely to cause those
63、 with independent ad servers to reconsider their relationship with their current provider than those currently running Google Ad Manager.Figure 9:Reconsidering relationship with ad server by industry event/trend24680Jedi Blue/BernakeLegislative efgorts to curb the powers of big tech,such as the EU D
64、igital Markets ActOngoing negotiation of neighbouring rights between publishers and big tech fjrmsLegal efgorts to halt the deprecation of third-party cookies within the Google Chrome browserGoogles Privacy Sandbox initiativeFines levied against Google and Facebook for not appropriately managing use
65、r consentFine levied against Google by the French Competition Authority in June 2021 for anti-competitive behaviourMicrosofts proposed acquisition of XandrAwareness ratingGOOGLEIN-HOUSEDINDEPENDENTUNSPECIFIEDIndustry Trend I would defjnitely step back and analyse,and build a strong strategy around d
66、ata and compliance18/20Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the p
67、ublishers.Copyright ExchangeWire L|In association with:As detailed earlier,concerns regarding consent management are a highly important factor for publishers when deciding to remain with independent providers,our leading hypothesis currently is that if companies with the scale of Google and Facebook
68、 are being hit then publishers assumption may be that smaller independents will also be hit with punitive action,and do not have the resources to take that impact without passing costs on to their partners.Regarding the lack of substantial difgerence between publishers on Googles stack and those wit
69、h independent ad servers regarding the fjne levied against the Californian fjrm for anti-competitive self-preferencing behaviour by the French Competition Authority in June 2021,apathy to anticompetitive action by Google and lack of corresponding punitive action against big tech providers has been c
70、ited as a possible explanatory factor.As Herv explains,“I think that there is a general level of distrust in the industry because its very opaque and this level of a opacity is resulting from some of Googles practices according to many regulators(it is also this level of opacity that allowed Google
71、to engage in some of the anti competitive conducts that have been fjned e.g.by the French authority with respect to 1)ad tech and 2)Google Ads,the latter being related to rules that precisely opaque and diffjcult to understand and by applying them in an unfair and random manner).”Coupled with a fear
72、 of losing access to Googles demand following a switch away from its stack,such incidents could actually prove an incentive for publishers to remain with big tech providers,as evidenced in the previous fjnding on fjnes levied against Google and Facebook for their consent management practices.Herv ad
73、ds,“The main reason I repeatedly hear from publishers as to why they do not want to switch ad servers is that they are afraid of losing access to Googles demand.There is the idea that nobody gets fjred for choosing Google so Google remains the safe bet,despite it being a seemingly irrational decisio
74、n considering all the self-preferencing that is going on.Revealing the self preferencing conduct has a double efgect:in a way some publishers might then decide to switch ad servers,but on the other hand it may comfort the publishers that they should stick with Google,precisely because of this degree
75、 of self preferencing,since otherwise they would lose access to a signifjcant share of demand of advertisers that use Googles products.”Looking forward,Toth concludes,“We dont know what will happen in a couple of years time.If someone asked us fjve years ago about cookie deprecation,IDs,or CMPs,we c
76、ould not even think about these topics with enough confjdence.This is the same when looking back further to 15 years ago,when someone asked us about programmatic media buying versus direct IO buys and their future.“The truth is people change things carefully when they get used to something,or invest
77、 in something knowledge,money,processes,etc.But for me,the question on changing ad server will be interesting to answer after we enter the world of IDs and all of the 100+privacy regulations that will be enforced.”“The main reason I repeatedly hear from publishers as to why they do not want to switc
78、h ad servers is that they are afraid of losing access to Googles demand.”Mikal Herv Vice president of Charles River Associates Fines levied against Google/Facebook for consent management are more likely to cause those with independent ad servers to reconsider their relationship with their current pr
79、ovider19/20Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Co
80、pyright ExchangeWire L|In association with:SAMPLE&METHODOLOGYThe original quantitative research outlined in this report is derived from a survey of 150 publisher professionals working within the European region.The surveyed countries were France,Germany,Italy,Spain,and the United Kingdom.Data was co
81、llected from 1st March to 18th March.ABOUT EQUATIVEquativ is the leading independent ad monetisation platform built for premium publishers to serve demanding buyers.Our fully transparent platform and shared-interest business approach enables premium publishers and brands to get their fair share of a
82、d value at every opportunity,on their terms.Publishers can act with certainty and have the control of all the variables for the right blend of transaction models,channels and formats while activating the right audience data for value path optimisation.For more information,please visit ABOUT EXCHANGE
83、WIREExchangeWire provides news and analysis on the business of media,marketing and commerce with a specifjc focus on data and technology.We ofger actionable market intelligence on the trends and innovations that are shaping the media,marketing and commerce industries.Were always interested in any te
84、chnology and business-related news globally,and in particular across EMEA and APAC.Relevant companies are encouraged to get in touch.Were also interested in hearing from PR people working with companies in any of the areas named above.For more information,please visit AcknowledgementsExchangeWire an
85、d Equativ would like to take this opportunity to thank the surveyed European publishers,alongside our thought leaders who contributed to the report for their time and insight which proved invaluable throughout this research,namely:J Mikal Herv,vice president,Charles River AssociatesJ Thomas Lue Lytzen,director of ad sales and tech,Ekstra Bladet(JP Politikens Hus group)J Hannes Modes,CTO,QuarterMediaJ Sophie Toth,Head of Programmatic&AdTech,Dexerto20/20