The report, The Economics of Mobile Ad Spend 2013 – 2016: Global Inventory, Media Billings and Business Operations, presents a detailed accounting of global sales by territory, including the U.S., Europe, AsiaPac, Africa and Latin America, calculated against inventory requests, formats, pricing by region, fill rates, CTRs and eCPMs.

CPM inventory, performance-driven media conversion rates, served and data-enhanced impressions are fueling business operations yielding strong sector net revenue growth across technology solution categories including ad networks, ad serving platforms, audience profiling specialists, exchanges and programmatic trading environments.

Overall sector margins average 34.6% and result in aggregate net topline revenues exceeding $2.26 billion in 2013, and forecast to achieve 50.2% growth in 2014.

Each sub segment of the mobile ad solutions ecosystem is analyzed through 2016, post publisher payouts, when applicable.

Ad networks typically report topline as media spend pre publisher and 3rd party data partner payouts, taken at the COGS line.

Ad serving and technology platform topline revenue not associated with representing or filling impression requests are paid against volume CPM pricing, licensing, or both.

This research report’s sweeping data, analytics and forecasts are enhanced and further contextualized by thorough, inventory and business operations-focused Q & A’s conducted with a diverse, veteran and talented group of digital executives directing the industry’s leading network, technology platform, data solution and audience profiling providers.

Impression pricing by format, geography, network, exchange, ad serving platform and data provider is included. Duplicated inventory and spend is identified by analyzing exchanges connected to multiple demand sources.

In addition, this research report details the rapid evolution of company positioning and technology capabilities innovation, geographic expansion, business model progression, R & D initiatives and more.

Table Of Contents

TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1

Global Mobile Ad Network Spend to Reach $5.3 Billion in 2013 1
eCPMs Average $1.14 in 2013 across all Formats, Publisher Inventory, Platforms, Sales Channels and Bidded Environments 3
Analysis by Year: Mobile Ad Clearing Ecosystem: 2009 - 2013 3
Mobile Ad Networks, Serving Platforms, Data Providers, Exchanges, RTBs and Marketing Platforms Have Diverse Participation Models 3
Mobile Exchanges, Ad Networks with Exchange Capabilities Exhibit Triple-Digit Revenue Growth 6
CAGR Analysis: 2009 - 2016 6
Mobile Ad Clearing Ecosystem CAGR Analysis by Segment: 2009 - 2016 7
Global Mobile Ad Network Filled Impressions by Geography: 2010 - 2013 8

Mobile Advertising Platforms and Inventory: Terms and Definitions 9

Global Mobile Inventory, Monetization and Solutions Provider Business Operations Summaries 13

Global Mobile Audience, Ad Spend and Company Positioning Fundamentals 13
Mobile advertising and consumer behavior 13
Ad network market positioning 13
CAGR Analysis: 2009 - 2016 13
Exchanges and auctions 14
SSPs (aggregated publisher inventory sources) 14
DSPs (aggregated sources of inventory demand) 14
RTBs/Programmatic trading 15
Mobile Exchange, Auction and Inventory, Fill Rates and Media Spend: 2011 - 2013 16
Sources of inventory/impression requests 17
eCPM Market Value by Geography: 2013 18
Filled Mobile Impressions by Geography: 2013 18
Sources of demand 19
Ad serving platforms 19
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Ranked by 2013 Media Spend 20
Mobile ad formats 21
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Impression Billing Models and Formats 2013 22
In-app inventory and media spend dynamics 24
Mobile web inventory and media spend dynamics 24
Audience reach, profiling and geographic/territorial investment, inventory and sellout dynamics 25
Mobile audience and campaign data analytics: Location 25
Ad networks, platforms, auctions, exchanges, ad serving business operations 26
Mobile Ad Network and Exchange Revenue Comparison: 2009 - 2016 27
Pricing and eCPMs 27
Mobile Advertising Networks: Ranked by 2013 Media Spend 30
R and D investment 31
Headcount/hiring/staff 32

SECTION ONE 33

Global Mobile Ad Network Spend to Reach $5.3 Billion in 2013 33
Mobile Ad Network Filled Inventory and Media Spend Analysis: 2010 - 2013 33
Global Mobile Ad Network Media Spend on Pace to Climb 52% in 2014 35
Mobile Ad Networks and Direct Publisher Sales Comparisons: 2009 -2016 36
CAGR Comparison: Mobile Ad Networks vs. Publisher Direct Sales 2009 - 2016 36
eCPMs Average $1.14 in 2013 Across All Formats, Publisher Inventory, Platforms, Sales Channels and Bidded Environments 39
eCPM Analysis by Year: Mobile Ad Clearing Ecosystem: 2009 - 2013 39
Four Trillion Inventory Requests Filled in 2013, with An Average eCPM of $1.33 41
Mobile Ad Network Inventory, Fill Rates and Media Spend: 2009 - 2013 42
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2009 44
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2010 46
Filled Mobile Exchange Inventory Averages $0.64 eCPMs in 2013 48
Mobile Exchange, Auction and Inventory, Fill Rates and Media Spend: 2011 - 2013 48
The Impact of Inventory Data: Audience Profiles, Predictive and Real-Time Impression Analytics Boost Ad Network eCPMs in 2013 49
Global Mobile Ad Clearing eCPM Analysis by Market Position: 2011 - 2013 50
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2011 54
Global Mobile Ad Network Media Spend at $1.8 Billion in 2011 55
Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2011 56
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2012 57
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2012 59
Global Mobile Ad Networks Clear $2.7 Billion in 2012 60
Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2012 61
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2013 62
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2013 64
Mobile Ad Networks and Direct Publisher Sales Result in A $7.5 Billion Global Market in 2013 65
Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2013 66

SECTION TWO 67

The Mobile Media Ad Clearing and Serving Business: The Economics of Making Money 67
Global Mobile Media Spend: 2009 - 2016 67
Mobile Ad Networks and Clearing Solutions Continue to Evolve Core Competencies and Business Models 69
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Market Position Analysis: 2013/2014 70
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs 73
Mobile Advertising Networks, Networks W/Exchange Capability 2013/2014 75
Mobile Exchanges, Auctions, RTBs, Ad Serving and Data Analytics 2013/2014 76
Mobile Ad Networks, Tech Platforms, Ad Servers, Auctions, Exchanges and RTBs: Inventory Availability, Trafficking, Requests: 2009 - 2013 79
Global Mobile Fill Rates Improve in 2013: Marketers Respond to More Sophisticated Format, Publisher, OS, Geography, Billing Model and Audience Profiling Data 80
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates 2011 - 2013 81
Inventory Conversion: Turning Technology and Media Operations into Topline Revenue 83
Mobile Advertising Networks, Platforms, Auctions and Exchanges: Revenue Share Models/Margin/Participation Analysis: 2013/2014 84
Mobile Ad Clearing, Trafficking, Data, Exchange, RTB, DSP Market Worth $2.2 Billion in 2013 Net Revenue 86
Global Mobile Media Spend and Ad Ecosystem Solution Marginal Performance Analysis: 2009 - 2016 87
Mobile Ecosystem Net Revenue: 2009 - 2016 89
Mobile Exchanges, Ad Networks with Exchange Capabilities Exhibit Triple-Digit Revenue Growth 92
CAGR Analysis: 2009 - 2016 92
Mobile Advertising Networks: Ranked by 2013 Media Spend 4
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Ranked by 2013 Media Spend 95
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Net Revenue 2009 - 2016 96
Mobile Ad Network Net Revenue: 2009 - 2016 97
Mobile Advertising Networks: Net Revenue 2009 - 2016 100
Mobile Ad Exchange/RTB/Auction Net Revenue: 2009 - 2016 101
Mobile Auctions, Exchanges, Platforms and RTBs: Net Revenue 2009 - 2016 105
Mobile Ad Networks Capture 81.5% of Ecosystem Revenue in 2013, Net of Publisher Payouts 106
Mobile Ad Network and Exchange Revenue Comparison: 2009 - 2016 106
Mobile Ecosystem Revenue Driven by Ad Networks with Exchange and Programmatic Trading Capabilities 109
Mobile Ad Network W/Exchange/RTB/Auction Net Revenue: 2009 - 2016 109
Mobile Advertising Networks W/Exchanges, Platforms, Auctions and RTBs: Net Revenue 2009 - 2016 111

SECTION THREE 112

Global Mobile Media Ad Spend by Region 112
Mobile Ad Network Media Spend by Region: 2010 - 2013 113
Global Mobile Ad Network Filled Impressions by Region: 2010 - 2013 114
European Markets Consistently Produce the Globe's Highest eCPMs 116
eCPMs by Region: 2010 - 2013 116
Filled Mobile Impressions by Geography: 2010 118
eCPM Market Value by Geography: 2010 118
Mobile Advertising Network Filled Impressions by Geographic Region: 2010 121
eCPM Market Value by Geography: 2011 123
Filled Mobile Impressions by Geography: 2011 123
Mobile Advertising Network Filled Impressions by Geographic Region: 2011 125
Filled Mobile Impressions by Geography: 2012 127
eCPM Market Value by Geography: 2012 127
Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2012 129
eCPM Market Value by Geography: 2013 131
Filled Mobile Impressions by Geography: 2013 131
Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2013 133

SECTION FOUR 135

Industry Briefings and Executive Forum: Q and A's 135
ADCOLONY 135
ADFONIC 143
ADITIC (a division of Sofialys) 148
ADMODA/ADULTMODA 153
AMOBEE 163
BUZZCITY 170
CASEE (owned by Velti) 180
INMOBI 183
JUMPTAP 191
KOMLI MOBILE 197
MADHOUSE 201
MEDIALETS 206
MOBCLIX (owned by Velti) 210
MOBILE POSSE 213
MOJIVA 217
NDN (News Distribution Network) 224
NEXAGE 229
OPERA MEDIAWORKS 234
RHYTHM NEWMEDIA 243
SMAATO 248
TAPJOY 254
TREMOR VIDEO 257
TRUMPIA 263
VERVE MOBILE 265
VOLTARI 269
xAd, Inc. 274

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