The explosion of new ad networks in 2008 had an impact, but only one newcomer - Revenue Science- broke into the top 5. Unsurprisingly, Google’s AdSense is dominant on smaller sites while Google-owned DoubleClick leads on larger sites; however AdSense made great strides on larger sites, leapfrogging Yahoo into 2nd place.
Read on for more details including new breakouts by content category. If you are a publisher looking to tap into the viral syndication of your content, please contact us for a free report on how your content is monetized across the Web.
Key Findings
- DoubleClick and AdSense continue to dominate ad server market share, capturing 31% and 26% of Unique Users, respectively.
- DoubleClick continues to own the “Head” while AdSense owns the “Tail”.
- For larger sites with over 1MM Monthly Unique Users, DoubleClick has a 36% share, a nearly 3x share advantage over its nearest non-Google competitor, Yahoo. Together, AdSense and DoubleClick capture 54% of this segment.
- For smaller sites with less than 1MM Monthly Unique Users, AdSense has a 38% share, a more than 7x share advantage over its nearest competitor, ValueClick. Together, Google and DoubleClick capture 60% of this segment.
- Share positions for the ‘Big 3’ – DoubleClick, AdSense and Yahoo – vary widely by vertical.
- DoubleClick share is strongest on Automotive sites (58%), whereas AdSense rules Blog sites (40%). Yahoo is strongest on Health sites (13%).
- AdSense has gained 2 points of share on large sites while Yahoo has lost 4 points since the March report.
Ad Server Market Share Breakdown by Site Traffic
Ad Server Market Share Breakdown for Selected Content Categories
Forrás: Attributor