We’re excited to release our 2021 market outlook report, “The State Of The Open Internet.”
In this report, we quantify the total addressable market for DSPs, SSPs, and ad networks across the web, mobile app, and CTV supply landscape. We additionally quantify share shift among the major programmatic advertising platforms including Google, Facebook, Amazon, and The Trade Desk.
A few highlights from our 2021 market outlook:
Web and mobile app demand will continue to shift toward walled gardens, accelerated by identity headwinds on the open internet. In 2021, walled gardens will capture 69% of global non-search digital advertising investments, up from 28% in 2017.
Demand for the non-walled garden open internet will continue to consolidate. Four companies – Google, Facebook, Amazon, and The Trade Desk – will control 60% of demand for all open internet web, mobile app, and CTV spend in 2021, up from 33% in 2017.
The largest advertising technology companies will angle to establish a controlling position in programmatically-traded connected TV advertising. This category will represent 6.5% of all global TV investments in 2021, doubling year-on-year.
This 40 page report draws on Jounce’s proprietary supply chain data set to quantify:
Growth in programmatically-traded CTV
Declines of hand-sold reservations on websites and mobile apps
Google’s penetration of web and app inventory
Publisher adoption of header bidding and equivalent technologies across websites and mobile apps
Market share of specialized advertising platforms like Taboola and Outbrain