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and rich media ad serving companies (e.g. Eyeblaster) are valuable alternatives competing with DoubleClick and other global suppliers.

  • 126.

    This is confirmed by information obtained from the companies' own websites. Smart AdServer provides services to the media agency Publicis and to Zenith Optimedia. The German provider Adition has among its clients Die Bahn, Der Tagesspiele and Netzeitung.de (online journals). Newtention.de provides ad serving to ThomasCook travel agency. Eyeblaster boasts as customers over 2 000 creative and media agencies worldwide, including Euro RSCG Circle, OMD, OgilvyOne, Mindshare, Avenue A/Razorfish, Atmosphere/BBDO, Starcom. It also serves over 2 000 global web publishers, including Yahoo!, MSN, AOL, Weather.com, NYTimes.com, Forbes.com, CBS Sportsline. Moreover, it declares to have run online campaigns for IBM, Disney, Coca-Cola, AT&T, Visa, Warner Bros., Microsoft, General Motors, Unilever, and many more.

  • 127.

    Once having acquired some customers in the country they are initially active in, smaller players can relatively easily expand their activity to other countries, ensuring the dynamic of the market. For example, one competitor active in France has indicated plans to enter the United Kingdom, Germany and Spain markets by 2008. This willingness for expansion is justified by the sharp increase of the online advertising spending (worldwide as well as EEA-wide and nationally) and eased by the fact that there is neither need to be located in every country to offer services to advertisers (Bluestreak is physically located in the United Kingdom but provides services throughout the EEA) nor barriers to expansion (a company with the technology and services infrastructure in one country can enter a new territory given the speed of international internet lines).

  • 128.

    On the publisher side, while DoubleClick leads with around [40-50%]* of the market, Open AdStream/ 24/7 Real Media (recently acquired by the advertising agency WPP) and ADTECH/AOL also have an important presence with around 15-25% and 10-20%, respectively. Following its acquisition of Accipiter, Atlas/aQuantive/Microsoft now also offers publishing services. In addition, a large number of providers (Smart AdServer/Axel Springer, Openads, Newtention, Adition, Exponential, Adnologies, ValueClick, Adnet) are present in the market.

  • 129.

    Furthermore, some other non-integrated alternatives such as Adify, Zedo, Facilitate Digital, CheckM8, AdJugger are also competing. Finally Mediaplex, Eyeblaster and TradeDoubler also provide publisher-side ad serving solutions in addition to their advertiser-side solutions.

  • 130.

    The competitive constraint is further demonstrated when considering the customer base of some of these competitors. For instance, Atlas provides publisher side ad serving to AT&T. As for 24/7, in France, Open AdStream manages the ads for AliceADSL.fr, studyrama.com, voyagermoinscher.com, as well as Caradisiac, Editions Neressis, Expedia, France Télévision (France 2, France 3, France 4, France 5), and the media agencies Global Espace et Horyzon MEdia.

  • 131.

    Some of these smaller competitors have put forward their own advantage compared to DoubleClick. They have for instance stressed that their publisher customers have access to their campaign reports in real time as well as their


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