ShareBain/IAB Digital Pricing Research
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The Digital Pricing research conducted by Bain & Company in coordination with the Interactive Advertising Bureau (IAB) is a benchmarking study. Benchmarking studies are not intended to provide projectable results. Please view results as directional only.
The Bain/IAB research seeks to shed light on the impact of online intermediaries. It assesses how ad networks and exchanges are impacting pricing as well as the impact of networks and exchanges on inventory sales/mix. It is a benchmarking comparison across seven publishers. Key issues addressed include:
- How are realized prices changing across direct sales and sales through networks and intermediaries?
- To what extent are pricing differentials being maintained across channels?
- How do these trends differ by format type and inventory quality?
- How is the dollar value, unit and impressions mix changing over time?
- How quickly are media companies adding inventory and releasing more to intermediaries?
- To what extent are intermediaries helping media co’s reach higher inventory sellout levels? (overall, and by type)
- How does network utilization correlate to overall ad yield (revenue per available ad units)?
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