Faster reporting and insight generation

Ad Server Consolidation:Why More Big Brands Are Making the Move

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# of ad servers used Using 9+ ad servers

Using 5+ ad servers

Respondents using tools that offer frequency, sequencing, viewability/verification, programmatic & dynamic creative optimization (DCO)

# of ad servers used

3

4.5 16%

60%13%

A survey conducted by the World Federation of Advertisers confirms that ad server consolidation is on the rise. Participants included 30 advertisers from 14 different sectors and a total of $30 billion in global media spend.

Brands using their own ad servers

Data control

Growing industry trend

(don’t be left behind)

Media transparency (validate impressions are delivered as guaranteed

by the media plan)

Price transparency (ad serving rates and data transfer fees)

Global view of frequency

Easier transition to a new agency

Sequenced messaging across

partners

2 3 41

5 6 7 8

$

Less pricing control/visibility; potential data access/reporting issues

AGENCY-OWNED& OPERATED70% MARKETER-OWNED,

AGENCY-OPERATED30%MARKETER-OWNED & OPERATED13%*

8 KEY BENEFITS OF AD SERVER CONSOLIDATION

While the most common model for working with ad servers is through an agency relationship or contract, more brands are establishing direct relationships with ad servers.

2016

2014

How Advertisers Use Ad Servers

Source: WFA/Ebiquity

*Figures add up to more than 100% because brands can use multiple models.