We’re excited to release our 2023 market outlook report, “The State Of The Open Internet.”
Already a subscriber?
Not yet a subscriber?
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, and The Trade Desk.
A few highlights from our 2023 market outlook:
Marketers rationally consolidate their investments with a small number of ad buying systems to capture the benefits of orchestrated media buying, streamlined campaign workflow, and preferred rates. In 2023, more than 60% of open internet ad spend will be controlled by just three companies – Google, Amazon, and The Trade Desk.
But the sell side of the open internet rationally resists consolidation. Deeply dysfunctional industry dynamics drive almost every open internet media company to forge non-exclusive partnerships with many monetization platforms, degrading the unit economics of programmatic advertising and slowing the growth of SSP market leaders. The average open internet media company maintains direct partnerships with 25.3 monetization platforms.
The sprawling nature of today’s programmatic supply chain is structurally at odds with signal fidelity. During the same time period when the volume of programmatic auctions has ballooned, the utility of each auction has declined due to growing audience and content blindspots.
Open internet media companies and their ad tech partners have a short term financial requirement to contribute to bidstream bloat and a long term financial requirement to migrate to two-sided marketplaces that unlock privileged data access.
This 36 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 17 challengers
Sell-side resistance to ad tech consolidation and the resulting degradation of programmatic advertising unit economics
The financial impact of audience signal loss and content signal loss
This paid report additionally includes detailed market sizing metrics from 2017 through 2023.