Ad Network

1. Ad Network
June 9, 2009
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2. Ad Networks’ Audiences
The “potential reach” measure will be a calculation of the unduplicated visitors
to all sites with which each ad network has contracted to deliver advertising.
The definitions will be based on written documentation and confirmation
provided by the networks.
This measure represents the largest potential reach a network could deliver if
all parts of the network are used to deliver ads.
The “actual reach” measure will represent the reach of the ads that are actually
served by the network during a given reporting period. In order to report
“actual reach,” networks must participate by providing comScore with the
appropriate identification protocols for rendered ads. Consequently, only
participating networks will be included in the “actual reach” report.
Source: comScore.com
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3. Ad Networks’ Audiences
“These two toolsets provide the information that ad agencies need when they
are deciding on which advertising networks to consider for ad buys. And, the ad
networks will have the high quality, third-party information needed to compete
for advertising dollars,” commented Magid Abraham, President and CEO of
comScore, Inc.
“Ad networks are a vital means of monetizing most Web sites and delivering
high reach to advertisers. These new metrics provides ad networks, agencies
and advertisers with the accurate information needed for buying and selling
advertising.”
Source: comScore.com
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4. AOL’s Platform-A Ranks as Top Ad Network
in March, Reaching More Than 9 Out of 10
U.S. Internet Users
Data on online ad networks, highlighting both the breadth of reach for the
top ad networks and the emergence of a series of audience-specific niche ad
networks. comScore’s technology platform measures the actual delivery of
ads within online ad networks, a feature that differentiates it from most, if
not all, other online measurement firms.
Ad networks have become integral components to the online advertising
industry over the past several years by helping aggregate audiences for the
purposes of delivering impressions to a broad array of Internet users.
The increasing ability of many ad networks to target and deliver ads either
behaviorally or demographically is enabling a more efficient expression of ad
dollars and an improved return on advertisers’ online marketing investment.
Source: comScore.com
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5. Top 15 Ad Networks
Each of the top 15 ad networks delivered ads to at least half of the total
U.S. Internet audience in March, making them very effective reach-building
vehicles for advertisers. Platform-A, the AOL ad network that combines
Advertising.com, Quigo and Tacoda, served ads to 170 million U.S. Internet
users in March, representing 91 percent of the total U.S. online population,
to rank as the top ad network.
On a stand-alone basis, Advertising.com would rank as the top ad network
with a reach of more than 167 million Internet users. Yahoo! Network
ranked second with a reach of 160 million, followed by Google Ad Network
(152 million) and Specific Media (140 million).
Source: comScore.com July 2008
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6. Top 15 Ad Networks July 2008
Total U.S. – Home/Work/University Locations
Source: comScore Media Metrix
Total Unique % Reach
Visitors (000)
Total Internet : Total Audience 188,010 100.0
Platform-A* 170,537 90.7
Yahoo! Network 160,336 85.3
Google Ad Network 152,048 80.9
Specific Media 145,554 77.4
ValueClick Networks 140,091 74.5
Tribal Fusion 135,640 72.1
Casale Media Network 129,399 68.8
DRIVEpm 124,333 66.1
adconion media group 117,469 62.5
interCLICK 108,818 57.9
Traffic Marketplace 105,420 56.1
Collective Media 100,151 53.3
24/7 Real Media 94,525 50.3
ADSDAQ by ContextWeb 94,459 50.2
Burst Media 93,291 49.6
*Includes Advertising.com, which reached 167.5 million visitors in March 2008.
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7. Niche Ad Networks Emerge for Audience-Specific Targeting
As ad networks have expanded their reach and influence online, a new crop of ad
networks has surfaced to serve specific demographic and behavioral target
segments through both the traditional ad network model and more innovative
ad-targeting mechanisms.
While the overall reach of these niche ad networks is eclipsed by the more
generalized ad networks, their ability to precision-target niche audiences helps
advertisers reduce wasted ad impressions.
One example of a behaviorally targeted ad network is Snap Shots Network,
which delivers ads to users of Snap.com’s Snap Shots. The network reached
more than 18 million U.S. Internet users in March. Widgetbucks Network delivers
contextually relevant ads through a widget, and joined the ad networks ranking
in March with a reach of 9.5 million, while NeoEdge Game Network, which
delivers ads through games, had a reach of nearly 1 million.
Source: comScore.com July 2008
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8. Selected Niche Ad Networks
July 2008
Total U.S. – Home/Work/University Locations
Source: comScore Media Metrix
Total % Reach
Unique
Visitors
(000)
Total Internet : Total Audience 188,010 100.0
Snap Shots Network 18,556 9.9
AdOn Network 16,825 8.9
GoFish Networks 9,865 5.2
Widgetbucks Network 9,622 5.1
HispanoClick by Batanga 8,370 4.5
Indieclick 6,885 3.7
The Heavy Men's Network 3,379 1.8
NeoEdge Game Network 911 0.5
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9. Growth in Vertical Ad Network Reach
March 2009 vs. March 2008
Total U.S. – Home/Work/University Locations
Source: comScore
Category Mar-08 Mar-09 Percent
Change
Total U.S. Internet Audience 188,010 192,173 2%
Vertical Ad Networks - Unique 40,343 109,757 172%
Visitors (000)
Vertical Ad Networks - Reach (%) 21.5% 57.1% 166%
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10. Growth in Vertical Ad Network Reach
Vertical ad networks are a growing phenomenon in the online advertising
space, in part because of their ability to deliver engaged, targeted audiences.
As more vertical ad networks prove their ability to effectively reach specific
target audiences by aggregating mid-tail publisher sites, the industry will
likely give greater consideration to these emerging ad delivery channels.
Source: comScore.com
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11. People Reached by Vertical Ad Networks Exhibit High
Category Engagement
The study of comScore.com showed that vertical ad networks were effective in
reaching people with significantly higher than average engagement in their
respective content categories.
Of the five segments studied, people reached by vertical ad networks spent at
least 60 percent more time in those site categories than the average category
visitor. For example, people reached in the Gaming segment spent 423
minutes per visitor on sites in that category, 123 percent higher than the
average visitor.
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12. Category Engagement of People Reached via Vertical Ad Networks
March 2009
Total U.S. – Home/Work/University Locations
Source: comScore
Site Category Average Minutes per Visitor
People Reached by Average Category Index*
Vertical Ad Visitor
Network
Gaming 422.9 190.0 223
Entertainment 417.8 191.4 218
Community 136.2 82.1 166
News/Information 123.8 77.3 160
Health 54.2 31.7 171
*Index = Time Spent by Vertical Ad Network visitors / Time Spent by Category Visitors x 100; Index of 100 indicates average
representation
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13. U.S. Ranking of Top 25 Ad Networks
The ranking showed that AOL’s Platform-A remains the top ad network,
reaching nearly 176.5 million U.S. Internet users, or 91.5 percent of the total
audience, followed by Yahoo! Network (167.1 million) and Google Ad
Network (164.5 million).
New ad network FOX Audience Network ranked sixth, reaching 149.2 million
people. Several ad networks in the top 25 achieved double-digit growth
during the past year, led by Turn Inc. (up 121 percent), CPX Interactive (up
88 percent) and 24/7 Real Media (up 48 percent).
Source: comScore.com May 2009
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14. Top 25 Ad Networks
April 2009 vs. April 2008
Total U.S. – Home/Work/University Locations
Source: comScore Media Metrix
Total Unique Visitors (000)
Apr-2008 Apr-2009 % Change
Total Internet : Total Audience 190,728 192,875 1
Platform-A 170,508 176,455 3
Yahoo! Network 160,206 167,129 4
Google Ad Network 155,882 164,518 6
ValueClick Networks 140,930 160,307 14
Specific Media 144,773 158,012 9
FOX Audience Network N/A 149,249 N/A
24/7 Real Media 99,959 147,668 48
Traffic Marketplace 114,682 143,519 25
Microsoft Media Network US 119,595 139,674 17
Tribal Fusion 135,113 138,274 2
Casale Media - MediaNet 127,184 137,884 8
interCLICK 107,961 134,834 25
Turn, Inc 60,617 134,028 121
Adconion Media Group 117,965 133,498 13
CPX Interactive 69,178 130,370 88
Collective Network by Collective Media 88,279 129,808 47
ADSDAQ by ContextWeb 93,815 123,534 32
AudienceScience (formerly Revenue Science) N/A 121,001 N/A
Burst Media 89,670 116,727 30
Undertone Networks 72,940 97,053 33
AdBrite 81,838 91,033 11
Pulse 360 N/A 82,574 N/A
Vibrant Media 72,351 80,779 12
Adify N/A 73,467 N/A
Kontera 52,159 72,870 40
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