IAB’s study pooled data from 2014 fourth-quarter survey results, publicly available corporate and industry data and interviews with programmatic buying and selling senior executives. As defined by the study, programmatic revenues include non-search Internet and mobile ads transacted through programmatic channels. The IAB tracked both publisher and ad tech revenues.
Ad tech firms generated 55% of 2014 US programmatic revenue in 2014, whereas publishers generated 45% of programmatic revenues.
The IAB also launched Monday a project called Programmatic Fee Transparency, which the IAB Programmatic Council will oversee.
“Transparency typically brings trust,” Mane said. “When people can see how systems flow, and how a business operates, they feel better about it and it’s a more logical investment.”
The working group’s purview will be to identify the areas of programmatic exchanges that require greater levels of transparency and outline best practices for disclosing programmatic-related fees.
“When everything is instantaneous and there’s very little transparency on how it all works, it’s hard from a publisher perspective and from an advertiser perspective to understand how it’s going to turn out,” Mane said. “Creating private exchanges eliminates a small degree of uncertainty so that you can plan from a sales perspective.”