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R E A L T I M E T R A D I N G
M A R K E T P L A C E R E P O R T Q32 0 1 2
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3TABLE OF CONTENTS
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
Overview ................................................................................................................................................. p3
Global Top 10 Advertisers by RTB Ad Spend in Q3 ................................................................. p4 Top 10 Advertising Categories by Ad Spend in Q3 ..................................................... p4 % Change in Spend of Advertising Categories (Q2 to Q3)........................................ p5 % Change in eCPM of Advertising Categories (Q2 to Q3)......................................... p6 Top 5 Publisher Verticals in Q3 ........................................................................................ p7
US Top 10 Advertisers by RTB Ad Spend in Q3 ................................................................. p8 Top 10 Advertising Categories by Ad Spend in Q3 ..................................................... p8 % Change in Spend of Advertising Categories (Q2 to Q3)........................................ p9 % Change in eCPM of Advertising Categories (Q2 to Q3)........................................ p10 Top 5 Publisher Verticals in Q3 ....................................................................................... p11
Canada Top 10 Advertisers by RTB Ad Spend in Q3 ................................................................ p12 Top 10 Advertising Categories by Ad Spend in Q3 .................................................... p12 % Change in Spend of Advertising Categories (Q2 to Q3)....................................... p13 % Change in eCPM of Advertising Categories (Q2 to Q3)........................................ p14 Top 5 Publisher Verticals in Q3 ...................................................................................... p15
France Top 10 Advertisers by RTB Ad Spend in Q3 ................................................................ p16 Top 10 Advertising Categories by Ad Spend in Q3 .................................................... p16 % Change in Spend of Advertising Categories (Q2 to Q3)....................................... p17 % Change in eCPM of Advertising Categories (Q2 to Q3)........................................ p18 Top 5 Publisher Verticals in Q3 ...................................................................................... p19
UK Top 10 Advertisers by RTB Ad Spend in Q3 ............................................................... p20 Top 10 Advertising Categories by Ad Spend in Q3 ................................................... p20 % Change in Spend of Advertising Categories (Q2 to Q3)....................................... p21 % Change in eCPM of Advertising Categories (Q2 to Q3)....................................... p22 Top 5 Publisher Verticals in Q3 ..................................................................................... p23
Germany Top 10 Advertisers by RTB Ad Spend in Q3 ............................................................... p24 Top 10 Advertising Categories by Ad Spend in Q3 ................................................... p24 % Change in Spend of Advertising Categories (Q2 to Q3)...................................... p25 % Change in eCPM of Advertising Categories (Q2 to Q3)....................................... p26 Top 5 Publisher Verticals in Q3 ..................................................................................... p27
Australia Top 10 Advertisers by RTB Ad Spend in Q3 ............................................................... p28 Top 10 Advertising Categories by Ad Spend in Q3 ................................................... p28 % Change in Spend of Advertising Categories (Q2 to Q3)...................................... p29 % Change in eCPM of Advertising Categories (Q2 to Q3)....................................... p30 Top 5 Publisher Verticals in Q3 ...................................................................................... p31
Methodology ............................................................................................................................................. p32
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
INCREASEDRTB AD SPEND
2 0 1 2
Q3OVERVIEW
www.rubiconproject.com
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Global RTB (Real-Time Bidding) ad spend increased by 20% in Q3 of 2012*. The steady rise in spend begs the question of who are the advertisers behind this increased spending and what type of inventory are they buying from country to country. This quarterly report takes a global look at these recent RTB buying and selling trends to expose insights from this growing and dynamic marketplace. Specifically, this report expands on trends across the United States, Canada, France, United Kingdom, Germany, and Australia.
REVV®, Rubicon Project’s real time trading platform, provides industry-leading RTB capabilities. REVV’s comprehensive brand protection offerings and flexible rules engine ensure that buying and selling via RTB is done consistently in accordance with the business rules of market participants. This allows the REVV marketplace to achieve automation at a very high scale. In a recent quarter, REVV powered the following activity:
• Processed 73 billion RTB paid impressions
• Reached over 646 million unique users
• Managed 5.5 trillion bid requests
Rubicon Project’s marketplace of quality publisher inventory and premium buyers is the largest reach platform in the digital advertising industry as ranked by independent comScore reporting**. This positions Rubicon Project with unique insight into RTB trends across advertisers and publishers.
* Data for Q3 ad spend is based on the activity transacted from within the Rubicon Project Marketplace powered by REVV.** comScore Media Metrix monthly rankings July 2012, August 2012 and September 2012
20%
RTB PAIDIMPRESSIONS
73B
3
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3GLOBAL>>BUYING
TO P 1 0 A DV E R T I S E R S BY R T B A D S P E N D I N Q 3
Advertiser
1. AT&T
2. American Express
3. Toyota Motor Corporation
4. Southwest Airlines
5. Sprint Nextel Corporation
6. Zalando
7. Google
8. Chrysler
9. Verizon
10. The Walt Disney Company
% Change
12%
-1%
116%
51%
94%
25%
286%
5%
44%
18%
Change
-
+1
+6
+1
+6
-2
+16
+63
-2
-2
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3
Advertising Category
1. Technology & Computing
2. Personal Finance
3. Travel
4. Shopping
5. Automotive
6. Business
7. Arts & Entertainment
8. Style & Fashion
9. Home & Garden
10. Food & Drink
% Change
2%
16%
21%
32%
38%
27%
31%
10%
21%
14%
Change
-
-
-
-
-
+1
+1
-2
-
-
Q3
G l o b a l
4
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3GLOBAL>>BUYING
% CHANGE IN SPEND OF ADVERTISING CATEGORIES (Q2 TO Q3)
-80%
-60%
-40%
-20%
0%
20%
40%
60%
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
30%
38%
25%
39%
32%
13%
24%
-7%
21%27%
-45%
16%23% 25%
-11%
32%
-62%
10% 10%
2%
21%
www.rubiconproject.com
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London | Paris | Hamburg | SydneyG l o b a l
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hang
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Spe
nd
5
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3GLOBAL>>BUYING
% CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
1% 2%
-16%
-2%
9%14%
-12%
16%
-7%-5%
33%
-3%
11%
-7%
10%
3%
-53%
13%
-13%
-2%
5%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyG l o b a l
% C
hang
e in
eCP
M
6
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3GLOBAL>>SELLING
TOP 5 PUBLISHER VERTICALS IN Q3
RTB IMPRESSIONS
eCPM
Verticals
1. Arts & Entertainment
2. News
3. Shopping
4. Technology & Computing
5. Automotive
% Change
10%
39%
606%
96%
4%
Change
-
-
+5
+2
-1
Verticals
1. Family & Parenting
2. Education
3. Health & Fitness
4. Food & Drink
5. Shopping
% Change
8%
-1%
1%
2%
16%
Change
-
-
+1
+1
+4
RTB REVENUE Verticals
1. News
2. Arts & Entertainment
3. Shopping
4. Education
5. Automotive
% Change
17%
10%
721%
50%
3%
Change
-
-
+6
+1
-2
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyG l o b a l
7
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3US>>BUYING
TO P 1 0 A DV E R T I S E R S BY R T B A D S P E N D I N Q 3
Advertiser
1. AT&T
2. Toyota Motor Corporation
3. Sprint Nextel Corporation
4. American Express
5. Southwest Airlines
6. Chrysler
7. Verizon
8. Unilever
9. Ford Motor Company
10. Airtram Airways
% Change
12%
143%
94%
11%
48%
6%
43%
453%
82%
1220%
Change
-
+8
+4
-1
-
-2
+1
+67
+10
+185
TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3
Advertising Category
1. Technology & Computing
2. Personal Finance
3. Automotive
4. Travel
5. Shopping
6. Arts & Entertainment
7. Business
8. Style & Fashion
9. Home & Garden
10. Food & Drink
% Change
1%
16%
44%
25%
38%
26%
22%
1%
22%
21%
Change
-
-
+1
-1
-
-
+1
-1
-
-
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
Q3
U S A
8
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3US>>BUYING
% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3)
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
26%
44%
22%
50%45%
21% 20%
-16%
22%
44%
-16%
16%25%
30%
14%
38%
-82%
22%
1% 1%
25%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyU S A
% C
hang
e in
Spe
nd
9
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3US>>BUYING
% CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
-9% -7%-14%
2%6%
12%
7%
14%
-12%
-5%
-25%
-13%
1%
-32%
24%
3%
-58%
1%
-8% -7%
1%
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
% C
hang
e in
eCP
M
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyU S A
10
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3US>>SELLING
TOP 5 PUBLISHER VERTICALS IN Q3
Verticals
1. Arts & Entertainment
2. News
3. Education
4. Sports
5. Shopping
% Change
20%
33%
50%
6%
338%
Change
-
-
+2
-
+4
Verticals
1. Family & Parenting
2. Shopping
3. Automotive
4. Health & Fitness
5. Education
% Change
10%
15%
15%
-2%
-0%
Change
+1
+2
+3
-1
-
Verticals
1. News
2. Arts & Entertainment
3. Education
4. Shopping
5. Sports
% Change
10%
16%
50%
401%
-6%
Change
-
-
-
+5
+1
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyU S A
RTB IMPRESSIONS
eCPM
RTB REVENUE
11
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3CANADA>>BUYING
TO P 1 0 A DV E R T I S E R S BY R T B A D S P E N D I N Q 3
Advertiser
1. Kijiji
2. Honda Motor Co.
3. Toronto-Dominion Bank (TD Bank Group)
4. Royal Bank of Canada (RBC)
5. Rogers Communications
6. The Walt Disney Company
7. Nissan
8. Telus
9. PKR
10. Simple Skincare
% Change
56%
58%
-2%
205%
257%
91%
978%
18%
349%
25%
Change
-
+3
-
+21
+27
+10
+109
+3
+52
+5
TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3
Advertising Category
1. Personal Finance
2. Automotive
3. Technology & Computing
4. Business
5. Arts & Entertainment
6. Travel
7. Shopping
8. Style & Fashion
9. Food & Drink
10. Health & Fitness
% Change
-6%
-3%
18%
44%
-14%
-8%
38%
-30%
-54%
-31%
Change
-
-
-
+1
-1
+1
+2
-
-3
-
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
Q3
CANADA
12
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3CANADA>>BUYING
% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
-14% -3%
44%16%
-23%-54%
-31%
88%
-20%
612%
-72%
-6% -7%
78%131%
38% 30%
-41% -30%
18%
-8%
-200%
-100%
0%
100%
200%
300%
400%
500%
600%
700%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyCANADA
% C
hang
e in
Spe
nd
13
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3CANADA>>BUYING
% CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
-11% -12%
-48%-39%
-27%
-9%-1%
-12%
-24%
-37%
-25% -22%
116%
80%
14%
-3%
-41%
-51%
-30%
17%
-15%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyCANADA
% C
hang
e in
eCP
M
14
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3CANADA>>SELLING
TOP 5 PUBLISHER VERTICALS IN Q3
Verticals
1. Arts & Entertainment
2. News
3. Sports
4. Hobbies & Interests
5. Technology & Computing
% Change
-11%
79%
5%
114%
142%
Change
-
+1
-1
+3
+3
Verticals
1. Shopping
2. Food & Drink
3. Education
4. Society
5. Hobbies & Interests
% Change
46%
1%
1%
11%
5%
Change
+1
-1
+2
+5
+3
Verticals
1. Arts & Entertainment
2. News
3. Hobbies & Interests
4. Sports
5. Technology & Computing
% Change
-2%
41%
157%
0%
201%
Change
+1
+1
+4
+1
+4
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
RTB IMPRESSIONS
eCPM
RTB REVENUE
CANADA
15
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3FRANCE>>BUYING
TO P 1 0 A DV E R T I S E R S BY R T B A D S P E N D I N Q 3
Advertiser
1. Zalando
2. Price Minister
3. La Redoute
4. Gaz de France (GDF)
5. Vivendi
6. Orange
7. Bouygues Telecom
8. Buyster
9. 3 Suisses
10. The Western Union Company
% Change
21%
12%
18%
133%
44%
-18%
256%
875%
-36%
14%
Change
-
+2
+2
+13
+1
-4
+32
+110
-8
+4
TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3
Advertising Category
1. Shopping
2. Style & Fashion
3. Technology & Computing
4. Personal Finance
5. Travel
6. Arts & Entertainment
7. Business
8. Automotive
9. Health & Fitness
10. Home & Garden
% Change
4%
11%
23%
11%
-11%
28%
38%
-33%
107%
-2%
Change
-
+1
+2
-
-3
+1
+1
-2
+3
-
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
Q3
FRANCE
16
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3FRANCE>>BUYING
% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
28%
-33%
38%
111%
79%
-30%
107%
-19%
-2%
4358%
-36%
11%
-22%-32%
1% 4% 4%
-69%
11%23%
-11%
-100%
-50%
0%
50%
100%
150%
200%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyFRANCE
% C
hang
e in
Spe
nd
17
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3FRANCE>>BUYING
% CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
23%
7%
-12%
-52%
-9%
-30%
43%
31%
-14%
-40%
6%
18%
40%
16%
44%
-10%
-24%
7%
-13% -10%-6%
-60%
-40%
20%
0%
20%
40%
60%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyFRANCE
% C
hang
e in
eCP
M
18
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3FRANCE>>SELLING
TOP 5 PUBLISHER VERTICALS IN Q3
Verticals
1. Arts & Entertainment
2. News
3. Sports
4. Shopping
5. Hobbies & Interests
% Change
4%
1454%
108%
179%
213%
Change
-
+2
-1
-1
-
Verticals
1. Food & Drink
2. Education
3. Family & Parenting
4. Business
5. Hobbies & Interests
% Change
13%
-17%
-8%
-24%
26%
Change
-
-
+2
-1
+7
Verticals
1. Arts & Entertainment
2. News
3. Sports
4. Shopping
5. Hobbies & Interests
% Change
-12%
1256%
64%
47%
294%
Change
-
+2
-1
+1
-
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
RTB IMPRESSIONS
eCPM
RTB REVENUE
FRANCE
19
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3UK>>BUYING
TO P 1 0 A DV E R T I S E R S BY R T B A D S P E N D I N Q 3
Advertiser
1. British Sky Broadcasting Group (BSkyB)
2. Tesco
3. Talk Talk
4. BT Group
5. O2
6. American Express
7. Renault
8. Microsoft Corporation
9. Netflix
10. Virgin Group Ltd.
% Change
23%
8%
46%
-23%
4%
-32%
2930%
14%
15%
-34%
Change
+1
+3
-1
-1
+1
-5
+274
+2
+3
-6
TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3
Advertising Category
1. Technology & Computing
2. Personal Finance
3. Travel
4. Arts & Entertainment
5. Shopping
6. Business
7. Automotive
8. Style & Fashion
9. Health & Fitness
10. Home & Garden
% Change
-3.68%
20.07%
21.78%
37.09%
26.22%
2.27%
61.92%
40.25%
11.32%
66.43%
Change
-
-
-
+1
+1
-2
-
-
-
-
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
Q3
UK
20
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3UK>>BUYING
% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
37%
62%
2%
-21%
-47%
41%
11%
61%66%
-32%
-96%
20%
123%
93%
-77%
26%
-33%
111%
40%
-4%
22%
-150%
-100%
-50%
0%
50%
100%
150%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyUK
% C
hang
e in
Spe
nd
21
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3UK>>BUYING
% CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
15%12%
-12%
12%
27%
0%
12%
3%
19%
3% 3%
-8%
51%
1%
-27%
17%
37%
5%2% 3%
5%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyUK
% C
hang
e in
eCP
M
22
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3UK>>SELLING
TOP 5 PUBLISHER VERTICALS IN Q3
Verticals
1. Shopping
2. News
3. Automotive
4. Technology & Computing
5. Arts & Entertainment
% Change
95%
14%
1%
64%
-8%
Change
+5
-1
-1
-
-2
Verticals
1. Shopping
2. Health & Fitness
3. Food & Drink
4. Education
5. Society
% Change
36%
10%
21%
-15%
34%
Change
+7
+2
+3
-2
+5
Verticals
1. Shopping
2. News
3. Automotive
4. Arts & Entertainment
5. Technology & Computing
% Change
1329%
19%
-4%
-8%
24%
Change
+4
-1
-1
-1
-1
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
RTB IMPRESSIONS
eCPM
RTB REVENUE
UK
23
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3GERMANY>>BUYING
TO P 1 0 A DV E R T I S E R S BY R T B A D S P E N D I N Q 3
Advertiser
1. Zalando
2. The Otto Group
3. PKR
4. O2
5. Vodafone
6. Fab
7. Bosch
8. 1&1
9. British Airways
10. British Sky Broadcasting Group
% Change
63%
62%
143%
-24%
-53%
699%
441%
353%
28%
206%
Change
-
-
+58
+10
-
-3
+61
+36
+31
+3
TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3
Advertising Category
1. Style & Fashion
2. Technology & Computing
3. Shopping
4. Travel
5. Business
6. Personal Finance
7. Health & Fitness
8. Home & Garden
9. Automotive
10. Arts & Entertainment
% Change
39%
22%
3%
2%
8%
107%
306%
27%
28%
68%
Change
-
-
-
-
-
+3
+6
-1
-1
-
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
Q3
GERMANY
24
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3GERMANY >>BUYING
% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
68%
28%8%
78%
45%
156%
306%
56%
27%
-10%
-76%
107%
343%
71%
-53%
3%
46%
-61%
39%
22%2%
-100%
-50%
0%
50%
100%
150%
200%
250%
300%
350%
400%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyGERMANY
% C
hang
e in
Spe
nd
25
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3GERMANY>>BUYING
% CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
7%
-17%-27%
44%
16%
-33%
5%
76%
48% 43%37%
-8%
233%
-19%
-45%
18%
-6%
94%
13%
-19%
-2%
-100%
-50%
0%
50%
100%
150%
200%
250%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyGERMANY
% C
hang
e in
eCP
M
26
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3GERMANY>>SELLING
TOP 5 PUBLISHER VERTICALS IN Q3
Verticals
1. Arts & Entertainment
2. News
3. Hobbies & Interests
4. Family & Parenting
5. Automotive
% Change
12%
48%
691%
416%
4%
Change
-
-
+4
+4
-1
Verticals
1. Food & Drink
2. Family & Parenting
3. Business
4. Education
5. Travel
% Change
43%
19%
47%
3%
29%
Change
+2
-1
+1
-
+4
Verticals
1. Arts & Entertainment
2. Hobbies & Interests
3. Family & Parenting
4. News
5. Automotive
% Change
49%
678%
515%
3%
70%
Change
-
+3
+1
-2
+1
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
RTB IMPRESSIONS
eCPM
RTB REVENUE
GERMANY
27
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3AUSTRALIA>>BUYING
TO P 1 0 A DV E R T I S E R S BY R T B A D S P E N D I N Q 3
Advertiser
1. Commonwealth Bank of Australia
2. Hyundai Motor Company
3. ING Direct
4. Australia & New Zealand Banking
5. Gumtree
6. Kia Motors
7. Bankwest
8. Reckitt Benckiser
9. Tiger Airways
10. National Australia Bank
% Change
-12%
110%
-32%
32%
7732%
113%
104%
141%
2213%
187%
Change
-
+2
-1
+1
+194
+5
+5
+9
+125
+18
TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3
Advertising Category
1. Personal Finance
2. Business
3. Automotive
4. Travel
5. Technology & Computing
6. Arts & Entertainment
7. Education
8. Law, Gov’t & Politics
9. Shopping
10. Home & Garden
% Change
21%
83%
97%
115%
18%
146%
104%
-37%
32%
109%
Change
-
-
+1
+2
-2
+1
+3
-3
-1
+5
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
Q3
AUSTRALIA
28
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3AUSTRALIA>>BUYING
% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3)
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
146%
97%83%
126%
104%
80%
4%
44%
109%
-37%
30%21%
237%
-36.64
147%
32%
-19%
68%
44%
18%
115%
-100%
-50%
0%
50%
100%
150%
200%
250%
300%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyAUSTRALIA
% C
hang
e in
Spe
nd
29
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3AUSTRALIA>>BUYING
% CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3)
-100%
-50%
0%
50%
100%
150%
Arts
& E
nter
tain
men
t
Auto
moti
ve
Busin
ess
Care
ers
Educ
ation
Food
&Dr
ink
Heal
th &
Fitn
ess
Hobb
ies &
Inte
rest
Hom
e &
Gar
den
Law
, Gov
’t &
Pol
itics
New
s
Pers
onal
Fin
ance
Pet
s
Rea
l Est
ate
Relig
ion
& S
pirit
ualit
y
Shop
ping
Soci
ety
Spor
ts
Styl
e &
Fas
hion
Tech
nolo
gy &
Com
putin
g
Trav
el
-6%
29%
13%
111% 113%
34% 29%
-6%
20%6%
43%
8%
100%
26%
50%
25%
-65%-73%
-1%
27% 28%
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | SydneyAUSTRALIA
% C
hang
e in
eCP
M
30
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3AUSTRALIA>>SELLING
TOP 5 PUBLISHER VERTICALS IN Q3
Verticals
1. Arts & Entertainment
2. News
3. Hobbies & Interests
4. Technology & Computing
5. Sports
% Change
4.%
9%
965%
396%
-20%
Change
-
-
+3
+4
-2
Verticals
1. Shopping
2. Food & Drink
3. Hobbies & Interests
4. Education
5. News
% Change
37%
12%
23%
28%
-5%
Change
+3
-
+3
+4
-
Verticals
1. News
2. Arts & Entertainment
3. Hobbies & Interests
4. Technology & Computing
5. Travel
% Change
4%
16%
1214%
457%
133%
Change
-
-
+2
+6
+4
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
RTB IMPRESSIONS
eCPM
RTB REVENUE
AUSTRALIA
31
R E A L T I M E T R A D I N GM A R K E T P L A C E R E P O R T
2 0 1 2
Q3METHODOLOGY
www.rubiconproject.com
Los Angeles | New York | San Francisco | Seattle
London | Paris | Hamburg | Sydney
Data in this publication is based on the activity transacted from within the Rubicon Project Marketplace powered by REVV. It is intended to give insightful views of the buying and selling activity that took place between Q2 and Q3 of 2012. The methodology used to produce this report is as follows:
• Global buyer rankings were based upon demand fulfillment by IP location
• Seller rankings were based on comScore’s top 500* publishers whose inventory is managed by REVV
• Advertising and Publisher Vertical categories are representative of IAB’s Contextual Taxonomy**
• Country geographic data was determined by the user’s IP address for each paid impression
• Current and previous quarterly rankings are based on Q2 and Q3 2012
* comScore
** iab contextual taxonomy
Rubicon Project® is the leading independent advertising technology company for the comScore 500 and reaches a global audience of more than 200 million US and 646 million global unique visitors monthly, the largest reach on the Internet (as measured by comScore). Rubicon Project’s real-time trading platform, REVV®, helps publishers including a third of the comScore 100 make more money by automating and optimizing monetization of their digital media advertising inventory through a real-time auction to digital ad buyers, while ensuring brand safety, pricing control and reduced operational costs. Hundreds of buyer channels (DSPs, Trading Desks, Ad Networks and Exchanges) representing more than 70,000 end advertisers access and bid on inventory through the REVV platform, forming one of the largest-scale transaction marketplaces in any industry. REVV’s powerful and highly scalable trading and protection algorithms, running on Rubicon Project’s global real-time cloud infrastructure, process more than double the transaction volume of NASDAQ everyday.
Follow us: @rubiconproject 32