Econsultancy has this week published its 2011 Ad Serving Buyer’s Guide, with profiles of 15 different ad serving platforms and an analysis of the trends affecting the online advertising ecosystem.

The online ad serving solutions market comprises those suppliers that offer technologies and services that facilitate the placement of ads on websites.

This report includes vendors focused on both ‘sell-side’ ad serving solutions (i.e. for publishers) and the ‘buy-side’ (for advertisers and agencies).

Online display advertising has enjoyed a resurgence in recent months with figures from the IAB showing that US online advertising revenues reached $6.4bn in the third quarter of 2010, an increase of 17% from the same period in 2009.

In the UK, online advertising spend reached a record market share of 24.3% during the first half of 2010 and increased by 34% year-on-year in the third quarter. UK users viewed more than 221bn display ads, out of which almost a third (31%) were carried by Facebook.

Monica Savut, Research Analyst at Econsultancy, said: “While evidence from all directions suggests significant growth of the online advertising market as a whole, ad servers are increasingly challenged by emerging players such as demand-side platforms.”

She added: “The wide range of platforms promotes choice among advertisers, and means that ad serving vendors need to ensure that they are differentiating themselves through their focus and quality of technology.”

The detailed assessment of the market and company profiles included in this guide can help organisations identify the right ad serving platform for their business.

Key market trends covered in this guide include:

Trends covered in this guide include:

-) The role of the ad server is changing, forcing providers to reconsider their approach.

-) The significant growth of social media advertising puts Facebook and Twitter on a collision course with Google, Yahoo and other major players.

-) Despite the hype surrounding in-game advertising, it is not expected to represent a major revenue driver.

-) First-party ad serving providers are benefiting from increased demand for actionable insights and are expected to drive growth in the ad serving sector.

-) New ad formats and advanced targeting techniques aim to increase engagement, relevance and acceptance.

-) Mobile and video advertising growth is accelerating, but standardisation is still holding back these channels.

About the Ad Serving Buyer’s Guide

The 158-page report, which has a global focus, provides details about the trends and issues affecting the online display advertising sector, as well as advice about how to find the right ad serving platform.

Which ad serving platforms are featured in the buyer’s guide?

24/7 Real Media,, ADTECH, aiMatch, Atlas, DoubleClick, Facilitate Digital, MediaMind, Mediaplex, OpenX, RealVu, TradeDoubler, TruEffect, Videoplaza, ZEDO.

Report URL:

Media contacts:

Monica Savut, Research Analyst,

e: monica.savut AT
T: +44 (0)207 269 1454)

Linus Gregoriadis, Research Director, Econsultancy

e: linus.gregoriadis AT
T: +44 (0)207 269 1465

About Econsultancy

Econsultancy is a digital publishing and training group used by more than 200,000 internet professionals every month.

The company publishes practical and time-saving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Econsultancy has offices in London and New York, and hosts more than 100 events every year in the UK and US. Many of the world's most famous brands use Econsultancy to educate and train their staff.

Some of Econsultancy’s members are: Google, Yahoo!, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder.

Join Econsultancy today to learn what’s happening in digital marketing – and what works.

Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.

Published on: 1:30PM on 18th March 2011