Digital advertising is the fastest growing area in advertising globally, and now constitutes more than 20% of the overall market, second only to TV. Furthermore, the digital-advertising spend is expected to double from $100 to $200 billion over the next 7-8 years.
While this constitutes a great opportunity for online media companies and publishers all over the world, there is also increased competition for the advertising spend, and the demands from advertisers are ever growing, resulting in an increasingly complex advertising market.
Not only is there a demand for advertising across all kinds of devices, such as computers, mobile phones, tablets, there is also an increasing need for all types of advertising creative formats, ranging from simple text advertising, via image and banner advertising, to dynamic video and rich-media advertising formats.
On top of this, advertisers also want to purchase advertising using different business models, ranging from the conventional fixed-price tenancy or sponsorship models, via impression-based (CPM) models, over to more advanced performance-based (CPC and CPA) advertising models.
The demand from advertisers to gain more efficiency from their advertisements has also driven the need for publishers to offer various forms of audience segmentation and targeting of advertising, ranging from the opportunity to target based on content (e.g., based on a section of a news publication), via device, location, time-of-day, and other contexts of the users, to more advanced end-user-related aspects, such as user interests and intent, demographics, etc.
Besides the increased complexity driven by advertiser demands, the advertising market is seeing the rise of a range of intermediaries, or “middle-men”, who have positioned themselves in the middle of the advertising value chain between the advertisers and ad agencies on the one side and the publishers on the other.
These intermediaries have introduced third-party advertising networks and exchanges, trying to gain value for themselves, but typically at the expense of the publisher or media company. As a key part of this picture, one also see dominant global players that are entering the market and trying to control it in their own terms.
Given the significant complexity and strong competition from global players and intermediaries, there is a need for an independent technology player that empowers media companies and publishers to obtain a stronger strategic position and provide the advanced advertising services that are required for publishers to gain advertising market share.
A problem with existing commodity advertising solutions is that they only support a small subset of what is needed, which means that publishers would have to license and integrate a large number of systems and modules. This is demanding on resources, expensive and ineffective from an advertising-yield perspective.
If your business depends on online advertising revenues, whether you are a publisher or a media company, chances are that the Cxense Advertising solution is what you have been looking for. Cxense Advertising is a ready-to-go SaaS solution that you can put your own name on and start customizing from day one. Cxense Advertising is versatile, dynamic and ideally suited to power just about any online advertising scenario, anywhere in the world, as proven by the more than 3,000 publisher sites around the world that are already powered by Cxense technology.