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their contract81. Overall, in 2006, DoubleClick lost […]* existing customers ([…]* publishers and […]* advertisers) operating in the EEA out of a total EEA customer base of […]* ([…]* advertisers and […]* publishers)[approximately 13%]*.

118.

The dynamic and rapidly evolving characteristics of the ad serving sector has

been illustrated by new entry and the rapid growth of this sector, including for DoubleClick's competitors.

Competition between ad serving tool suppliers

119.

The most direct competitive constraint that

serving market comes from rival suppliers customers could switch in case of a price rise.

of

DoubleClick ad serving

faces tools,

in

the ad

to

which

  • 120.

    On both advertiser and publisher sides, DoubleClick can be considered as a market leader. However, its market shares have to be taken with caution since fluctuations are noticeable from year to year, which could be partly explained by the bidding procedure characterizing these markets. Moreover, in-house ad serving supply should also be taken into account when assessing the market power of DoubleClick. The market share of DoubleClick would have been below 20% in 2006 in the EEA if in-house ad serving was included in the market (on the publisher-side, the advertiser-side or both).

  • 121.

    On the advertiser-side, DoubleClick and aQuantive/Atlas (recently acquired by Microsoft) are the two market leaders (with a 30-40% market share each).

  • 122.

    However, many other competitors sell advertiser-side display ad serving technology, including more or less sophisticated management and reporting features: Mediaplex/ValueClick, BlueStreak/Aegis, ADTECH/AOL, Openads, Newtention, Adnologies, Adition, Smart AdServer/Axel Springer and Sapient.

  • 123.

    Some of these competitors consider themselves as a strong alternative especially for advertisers, with tools offering multi-channel analysis and most importantly real-time actionable functionality in delivery, reporting and billing.

  • 124.

    The important role played by these competitors on the market is highlighted by the customer base they declare on their websites. For instance, ADTECH manages the ad serving for the BSkyB United Kingdom media group, Himedia, multi.map.com and the editor Class in Italy82.

  • 125.

    Some of these competitors are smaller players with worldwide activities (e.g. BlueStreak) or active in a limited number of countries (e.g. Newtention and Adition in Germany, Weborama in France). However, these smaller regional suppliers (amongst others Smart AdServer, subsidiary of Axel Springer group)

81

Between January and October 2007, DoubleClick also lost […]* existing customers and […]* of its prospective customers in bidding contests.

82

Source: AdTech's website http://www.adtech.info/en/index.html.

37

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