We’re excited to release our 2022 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, Amazon, Meta, and The Trade Desk.
A few highlights from our 2022 market outlook:
Walled gardens continue to consolidate marketer budgets. These companies are both the biggest competitors to open internet media companies and the biggest sources of demand for open internet media companies.
Sub-scale open internet media companies cannot match the technical sophistication, sales presence, and data richness of scaled peers. This monetization advantage creates opportunities for sales houses and scaled publishers to provide monetization services to sub-scale properties, making a small number of companies gatekeepers of open internet supply.
DSPs and exchanges are moving from partners to competitors. DSPs are building publisher-direct integrations that bypass exchanges. And exchanges are building value-add targeting and ad delivery capabilities that marginalize the role of DSPs.
This 43 page report draws on Jounce’s proprietary supply chain data set to quantify:
Growth of programmatically traded web, mobile app, and CTV inventory
Concentration of programmatic demand with Google, Amazon, Meta, Criteo, and The Trade Desk and the remaining addressable market for independent DSPs and ad networks
Growth of commerce media walled gardens including Amazon, Walmart, and 16 challengers
Emergence of scaled monetization engines for open internet supply with case studies of The Arena Group, Zynga, CafeMedia, Washington Post Zeus, and Vizio
Cannibalization of premium publisher revenue caused by ad arbitrage “made for advertising” properties
Evolution of DSPs and SSPs from partners to competitors with case studies of Magnite, TripleLift, and FreeWheel
This paid report additionally includes detailed market sizing metrics from 2017 through 2022.
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