SOLUTIONS HOW IT WORKS PRODUCTS NEWS & PRESS CONTACT US

Google Ad Server share now at 57%. Microhoo less than 15% market share.

December 18, 2008 @ 8:00 am · Filed under Ad networks, Content Proliferation, Research · Comments (33)

The Google ad serving juggernaut appears secure even if Microsoft and Yahoo agree on a deal to merge their search advertising businesses.   Our analysis of ad server calls across 75 million domains shows that both Yahoo and Microsoft lost significant share compared to our March report and now make up less than 15% of the total market.

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.

Overall Ad Server Market Share

Ad Server Market Share Breakdown by Site Traffic

Ad Server Market Share Breakdown for Selected Content Categories

Methodology

Attributor analyzed the ad server calls across 75 Million domains as part of its October 2008 crawling operations.  For a refresher on the difference between an Ad Server and Ad Network, there is a good description here .   The data was then combined with compete.com’s October 2008 traffic data and its vertical site category classification to provide the unique user and content category breakdowns.   Each share total represents the sum of all ad networks owned by each company, with Google as the exception in which DoubleClick and AdSense are displayed separately.  For example, Atlas DMT share is counted within Microsoft share numbers and Advertising.com is included in AOL share numbers.

*** Update 12/19/08 ***

After speaking with the folks at OpenX, a popular free ad server for publishers,  we discovered that we were not detecting their share correctly.  We are working with them to fix for our next release.

33 Comments »

  1. Google dominates ad server market, study shows « Said, December 21, 2008 @ 2:24 pm

    [...] company, analyzed ad server calls across 75 million domains in October. According to the data Attributor released this week, Google–through DoubleClick and AdSense–accounts for 56.5 [...]

  2. Google dominates ad server market, study shows « Sbinternetsales’s Weblog Said, December 21, 2008 @ 2:29 pm

    [...] company, analyzed ad server calls across 75 million domains in October. According to the data Attributor released this week, Google–through DoubleClick and AdSense–accounts for 56.5 [...]

  3. SEO-HANDBUCH.DE - Suchmaschinenoptimierung (SEO) & Suchmaschinenmarketing (SEM) Blog aus Hamburg » Analyse: Google dominiert den Internet-Werbemarkt Said, December 22, 2008 @ 5:42 am

    [...] im Bereich Internetwerbung allerdings inzwischen dermaßen eindeutig ist, hat nun der kalifornische Attributor Blog anhand einer im Oktober stattgefundenen AdServer-Analyse von rund 78 Millionen Domains [...]

  4. Jean Ghalo — Where It All Begins :: The Giant “Google” Dominates Ad Server Market Said, December 22, 2008 @ 10:25 pm

    [...] company, analyzed ad server calls across 75 million domains in October. According to the data Attributor released this week, Google–through DoubleClick and AdSense–accounts for [...]

  5. Online-реклама США - кому сколько принадлежит? Said, December 23, 2008 @ 3:42 am

    [...] детальная информация об исследовании на сайте Attributor, для знатоков английского [...]

  6. Google gestiona más de la mitad de la publicidad en Internet Said, December 23, 2008 @ 4:02 am

    [...] estudio de Attributor ha revelado unos datos que si bien no sorprenderán a muchos, sí que son interesantes a la hora de [...]

  7. Google, el gigante de la publicidad en Internet | Said, December 23, 2008 @ 8:45 am

    [...] un estudio realizado por attributor se ha poido comprobar el estado del márketing en la [...]

  8. Google gestiona más de la mitad de la publicidad en Internet « Blog2puntocero Said, December 24, 2008 @ 6:20 am

    [...] Posted Diciembre 24, 2008 Filed under: Empresas, marketing | Tags: Adwords, google, yahoo | Un estudio de Attributor ha revelado unos datos que si bien no sorprenderán a muchos, sí que son interesantes a la hora [...]

  9. OLAM S.R.L» Noticias » Google domina la publicidad online Said, December 25, 2008 @ 3:04 pm

    [...] estudio de Attributor ha puesto de relieve la posición dominante del gigante de Internet, que además de controlar el [...]

  10. Siervos de la gleva para nuestro señor, Google. Said, December 26, 2008 @ 12:09 am

    [...] este estudio realizado sobre la publicidad onLine vemos que los que tenemos blogs trabajamos “gratis” para google y DoubleClick, [...]

  11. Google a cargo de más de la mitad de la Publicidad en Internet | Publicidad en Internet Said, December 30, 2008 @ 10:20 am

    [...] estudio de Attributor reveló estos importantes datos del marketing en [...]

  12. Más de la mitad de la Publicidad en Internet es Google | Posicionamiento Web | Blog Digital Marketing | Marketing Online Said, December 30, 2008 @ 10:32 am

    [...] estudio de Attributor reveló estos importantes datos del marketing en [...]

  13. Marketing Eficiente » Blog Archive » Google gestiona más de la mitad de la publicidad en Internet Said, December 31, 2008 @ 1:33 pm

    [...] Un estudio de Attributor ha revelado unos datos que si bien no sorprenderán a muchos, sí que son interesantes a la hora de ver cómo está el mundo del marketing en la red. Los datos son bastante claros, y es que: [...]

  14. Google domina mercado de anúncios na web Said, January 3, 2009 @ 6:32 am

    [...] cnet, attributor Postado por Alexandre Guimarães Malucelli Em Internet » [...]

  15. GOOGLE DUEÑO DE LA PUBLICIDAD EN INTERNET | HIGHEND TECH+STYLE Said, January 4, 2009 @ 6:47 am

    [...] el blog de Attributor, me topé que con impactantes [...]

  16. Interdominios.com» Blog Interdominios » Google acapara más de la mitad del mercado de publicidad online Said, January 6, 2009 @ 1:43 am

    [...] 19 de diciembre la empresa Attributor, especializada en mediciones de contenidos, ha publicado un estudio sobre servidores de anuncios (”ad server“). Ha analizado la publicidad mostrada por los [...]

  17. Google vládne internetové reklamě « World Page Said, January 11, 2009 @ 8:04 am

    [...] Kompletní podíl hráčů na poli internetové reklamy (dle Attributor): [...]

  18. Какие сети контролируют рекламный рынок? Said, January 11, 2009 @ 7:19 pm

    [...]  Компания Attributor выпустила исследование, показывающее какую доля рекламного рынка контролируют различные рекламные сети (цифры учитывают размещение как контекстной, так и медийной рекламы). В компании проанализировали возможности размещения на 75 млн. сайтах. [...]

  19. Какие сети контролируют рекламный рынок? Said, January 12, 2009 @ 2:59 am

    [...] Attributor выпустила исследование, показывающее какую доля рекламного рынка [...]

  20. SEO Book.com Said, January 15, 2009 @ 5:03 am

    Google: Closing the Loop on Content, Advertising, & Commerce…

    …

  21. Google: Closing the Loop on Content, Advertising, & Commerce | Ecommy - your ecommerce support for your online business Said, January 15, 2009 @ 6:00 am

    [...] growing depth gives it a huge network advantage. More advertisers = more relevant ads = higher monetization with better user experience & more [...]

  22. Yahoo! stock: Is Yahoo’s! Stock Still Worth Nothing? | JAZ'D Technology Said, January 15, 2009 @ 7:07 am

    [...] future is very much in doubt. Each month, Google captures more search market share, and Google does much better in advertising than Yahoo, too. Its founder and CEO was forced to step down after rebuffing repeated attempts by Microsoft to [...]

  23. Google: Closing the Loop on Content, Advertising, & Commerce : india sem Said, January 16, 2009 @ 2:57 am

    [...] growing depth gives it a huge network advantage. More advertisers = more relevant ads = higher monetization with better user experience & more [...]

  24. Econs.net Blog » Google: Closing the Loop on Content, Advertising, & Commerce Said, January 16, 2009 @ 3:07 am

    [...] growing depth gives it a huge network advantage. More advertisers = more relevant ads = higher monetization with better user experience & more [...]

  25. SEO Costa Rica » Blog Archive » Google: Closing the Loop on Content, Advertising, & Commerce Said, February 1, 2009 @ 2:45 am

    [...] growing depth gives it a huge network advantage. More advertisers = more relevant ads = higher monetization with better user experience & more [...]

  26. GOALLOVER | REVENUE SCIENCE CEO - JEFF HIRSCH Said, February 20, 2009 @ 1:33 am

    [...] because I am surprised a competitor would share their architecture with you. A recent report by Attributor (www.attributor.com) showed us as the #4 adserver in the world reaching over 385 million unique [...]

  27. Ad Server Said, February 20, 2009 @ 8:47 am

    This should be ads served not Ad Servers – a very serious and flawed analysis. There in each delivery there could be multiple ad servers.
    I am surprised that you dont know this or understand this very basic distinction.

  28. Rich Said, February 20, 2009 @ 9:00 am

    @AdServer

    We’re very aware of the fact that there can be multiple ad servers and are pretty clear in our methodology on what we are reporting; for each page that we crawl, we capture all the ad server code(s) found on the page.

  29. Ad Server Said, February 20, 2009 @ 11:38 am

    Actually what you are capturing is the in page ad server code – the final player. Not the delivery technologies behind the impression. This is a completely inaccurate report. These are not ad servers these are ad networks and optimization / analytic code.

    Sorry guys but you’re process is flawed and not accurate. You need to change the terminology to better fit the report – in page ad deliver partnerships or ???.

    Calling them ad servers is just wrong.
    Where are the largest ad servers on this list? You are missing

    OAS
    ADTECH
    Yieldmanager
    ATLAS

  30. Rich Said, February 20, 2009 @ 11:49 am

    I’d be happy to discuss the methodology in more detail – we’ve done with all the major ad servers listed in the report.

    You can reach me at rich@attributor.com. I don’t believe the email you used to register to comment is valid.

    As for the “largest” ad servers, we’ve aggregated by company as noted above (e.g. Atlas is included in Microsoft results) and only reported on the top 8. We have the details for all the others.

  31. Est-ce qu’on devrait investir en Google Adwords? @Economie Numerique – Blogue du cours Said, October 1, 2009 @ 10:04 pm

    [...] 3/Atributtor.com [...]

  32. Google Buzz: Economic Surveillance - Buzz Off! The Problem of Online Surveillance and the Need for an Alternative Interne | Christian Fuchs Said, February 14, 2010 @ 4:56 pm

    [...] users are not symmetric. In December 2008, Google controlled 57% of the online advertising market (http://www.attributor.com/blog/google-ad-server-share-now-at-57-microhoo-less-than-15-market-share, accessed on February 15, 2010). A Google monopoly in online advertising poses several threats (for [...]

  33. News of the Day | in.media | online advertising news, trends & industry talk Said, May 10, 2010 @ 5:32 am

    [...] Share Drops By Half; Google DoubleClick Dominate Market More than a year has passed since our last Ad Server Share report, so we thought it was time to reexamine the prominence of various ad servers in the market. [...]

Leave a Comment