At today's Internet Advertising Bureau Networks and Exchanges Marketplace, Terence Kawaja, Managing Partner of investment bank GCA Savvian, provided an extensive industry overview called "Parsing the Ad Tech Value Chain," which spanned nearly every ad tech company strategy in the value chain between advertisers and publishers. Among his predictions: only $400 million in revenues for DSPs by 2014.
Top line observations from Kawaja included:
- Overcrowded marketplace
- Demand-side capabilities likely to amalgamate
- Google is moving into display in a big way.
- Data becomes ubiquitous and commoditized.
- Life gets tougher for agencies. - Kawaja said that agencies too reliant on demand-side platforms from outside vendors. What happens when Saas companies, integrators start supplying DSP capabilities? We'll see, added Kawaja.
- Publishers need to leverage data.
- Consolidation likely from several groups: Agency, marketing, technology companies likely to start buying among others.
Kawaja also provided the GCA Savvian ad ecosystem map - or industry eyechart:
In conclusion, Kawaja gave his scorecard ... good news for DSPs, Data providers, bad news for agencies, so-so news for data aggregators and publishers.
Kawaja ended his presentation with a video: "A Few Good DSPs" - a send-up of questions swirling on the demand-side platform versus the ad network business. Link to the video and IAB presentation is here!