Accordant Media Reports Real-Time Media Supply Up 31% Globally, Last-Click Attribution Models Underweight Mid-Funnel Media by over 60%

Accordant Identifies Broad-based Demand and other Key Trends Driving Growth in Q1, 2014

May 14, 2014, 09:32 ET from Accordant Media

NEW YORK, May 14, 2014 /PRNewswire/ -- The Accordant Media ( "Programmatic Media Market Pulse: Q1, 2014" report released today confirms that the exchange-traded media marketplace continued its robust growth to start 2014, with CPM price increases in North America outpacing supply growth. In addition, Accordant's Q1 Spotlight research offers marketers specific insights about utilizing multi-touch attribution modeling to more accurately understand the contribution of mid-funnel media tactics to overall conversion results.

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Highlights of the report include:

  • Global volume of RTB ad inventory grew 31% vs. Q4 2013, and up 5% year over year.
  • In the US, auction volume in the United States grew only slightly vs. Q4, but demand buying demand was firm, driving prices up 16% overall.
  • Brazil, the UK and Japan all leapfrogged ahead of Japan to become the world's number two, three and four markets, respectively. Italy and Spain were the fastest growing markets in Q1.
  • In the Q1 Spotlight, Accordant Media studied multi-touch attribution models. Results indicate that last-touch attribution models may understate the contribution of mid-funnel and upper-funnel marketing tactics by as much as 64%.

Accordant's information utilizes aggregated data sets to showcase year-over-year and quarter-over-quarter trends. In Q1, Accordant Media's programmatic media buying system bid on ad impressions across nearly 900,000 sites spanning display, video, mobile and social (Facebook FBX) inventory on behalf of leading marketing teams and media agencies.

"The programmatic media industry came roaring out of the gate to start 2014 with buyers utilizing a broad suite of tactics across RTB and premium programmatic inventory sources," says Art Muldoon, Co-founder and CEO. "The market is seeing upward pressure on prices and there is greater attention to buying quality, transparent inventory to protect advertisers."

"We also saw in Q1 how the programmatic industry is moving towards adopting multi-touch attribution modeling," added Matt Greitzer, Co-founder and COO. "Accordant's Q1 Spotlight research reveals how last-click models may under-credit some media tactics and misrepresent media mix analytics. The data-driven, cross-channel nature of programmatic media helps marketers better evaluate the allocation and impact of the advertising investment."

For a copy of the full report, please contact:

About Accordant Media
Accordant Media is an independent, programmatic media-buying and optimization company that makes audience targeting and exchange-traded media simpler and more effective for leading marketing teams. Accordant's innovative system plus full-service, customized solutions help advertisers achieve targeted, efficient and scalable campaigns across paid display, video, mobile, social, email, in-stream audio and out-of-home channels.  In addition, Accordant's powerful custom audience segmentation engine, Audience Optics, drives integrated data, cross-channel audience insights, attribution modeling and dynamic inventory management to produce greater customer engagement and campaign results. Accordant's scale, execution, 100% transparency and cross-screen, cross-channel approach allows advertisers to unlock the full potential of programmatic media.

Co-founded by digital agency execs Art Muldoon and Matt Greitzer, Accordant Media is based in New York City with offices in San Francisco.

SOURCE Accordant Media