Q4 2017 Sell Programmatic Market Data Insights

With the arrival of New Year, we leave behind Q4. Here’s Q4’s quarterly wrap up post. In it, you’ll learn about Q4’s Demand Trends. (You’ve already seen the market trends in the previous Sell data post)

Top Share of Revenue

In all 5 markets, while most buyers grew spend over Q4, interestingly, some of the top buyers actually decreased their share of revenue in many of the months in Q4. Here we look at those movements by market:


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So this seems to be a good lession: Even in Q4 in order to get the most of your inventory each period, you should always consider diversifying your buyer portfolio to focus on many buyers!

Revenue Growth

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  • PLAYGROUND XYZ, Vivaki and National Australia Bank steadily increased their share of revenue, keeping their high ranking.
  • AffiPerf and Invite Media significantly increased their share of revenue. However, they still fail to rank in the top 10 share revenue.

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  • Amazon (A9), Weborama and RadiumOne steadily increased their share of revenue, keeping their high ranking.
  • Microsoft Advertising and Danone significantly increased their share of revenue. However, they still fail to rank in the top 10 share revenue.

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  • Banner Connect and Traffic4u steadily increased their share of revenue, keeping their high ranking.
  • Headlight, The Exchange Lab and Oogst significantly increased their share of revenue (>3000% in December). However, they still fail to rank in the top 10 share revenue.

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  • DBM and Neo Ogilvy steadily increased their share of revenue, keeping their high ranking.
  • Headlight, Procter & Gamble and El Corte Ingles steadily increased their share of revenue. However, they still fail to rank in the top 10 share revenue.

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  • Vivaki, RadiumOne and Publicis – Starcom Media Group steadily increased their share of revenue, keeping their high ranking.
  • Invite Media and Microsoft Advertising steadily increased their share of revenue. However, they still fail to rank in the top 10 share revenue.

 

About The Sell Newsletter

As you already probably know we’ve been sending out the Sell Newsletter since July and have begun to share some content highlights here in the blog.
In this post you saw insights of 5 countries market trends over Q4, but if you are interested in getting real-time snapshots subscribe to your region’s newsletter below: 

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All data is collected, anonymized and aggregated by Adomik. Adomik uses Google AdX, Rubicon and AppNexus data only for the Sell Newsletter.

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