The independent ad technology market is explosive, showing 52% annual growth from 2011 through 2014 (estimates relying heavily on guidance), with nearly a $US6 billion 2014 expected market size. Of course, the lines of the independent ad technology market are somewhat blurry, with acquisitions such as Comcast-FreeWheel allowing customers to continue leveraging the public side platform, although potentially re-steering resources around the specific needs of the new parent. Similarly, Twitter-acquired MoPub continues to be available for independent publishers. In general, we have attempted to exclude these companies from this assessment.
This report provides an assessment of the scope and potential of the independent ad tech markets, and also reviews the platforms of key players.