Adexchanges In Comparison 8211 Austria Vs Switzerland
Management Summary
What is an Ad Exchange?
In an ad exchange, auctions and online advertising spaces (advertising inventory) are auctioned off in real time. For this purpose, publishers (website operators) offer advertising space that merchants (advertisers) can buy to place their advertising materials, such as displays and videos. Supply and demand in real time (real-time bidding) determine the price for the advertising space/inventory.
Advantages of Ad Exchanges
The most important advantage of Ad Exchange is that it gives you control over the KPIs. In contrast to ad networks, which trade in bundled advertising space on a large number of websites, ad exchange platforms offer scalable values such as ad impressions or CPMs.
Display inventory of the top 10 ad exchanges in Austria and Switzerland
The advantages are clear, but how much does the inventory on offer and therefore the potential differ in different countries? We compare impressions and prices on the Austrian and – in terms of the advertising volume traded – the same size – the Swiss market.
Overview of the available display inventory for UAP + HPA of the top 10 ad exchanges:
| Exchange | Impressions AT | Impressions CH | |
|---|---|---|---|
| 1 | AppNexus | 2,315,496,724 | 2,945,307,786 |
| 2 | DoubleClick Ad Exchange | 1,846,543,729 | 2,503,139,645 |
| 3 | O penX | 1,558,788,640 | 1,492,836,288 |
| 4 | Index Exchange | 1,301,744,192 | 1,344,302,016 |
| 5 | PubMatic | 1,234,873,282 | 1.21 6,441,106 |
| 6 | Rubicon | 1,106,980,480 | 1,048,957,296 |
| 7 | Improve Digital | 705,674,016 | 333,772,368 |
| 8 | Smart RTB+ (Smartadserver) | 447.209.471 | 379.447.219 |
| 9 | BidSwitch | 211,016,311 | 262,461,860 |
| 10 | ONE by AOL: Display Market Place | 122,286,526 | 168,723,564 |
Evaluation period: 30 days
The overview clearly shows: In terms of providers and the number of ad impressions traded, there are hardly any differences between Austria and Switzerland. The top 10 exchanges are the same and the inventory is available in a similar quantity.
However, there are clear differences in the price!
In Austria, impressions for UAP formats in the Open Inventory cost an average of around € 1.50 CPM (media cost). In Switzerland you have to pay almost twice as much for it – namely just under 3 € CPM.
