Overview

The Market Spend displayed in your App (“estimated_revenue” in Adomik Data Sharing) is an estimate based on your selected filter. It represents the Estimated Net Programmatic Revenue earned by Open Web Publishers in the chosen market:

• If no filter is selected in the App (default starting page), this is the full size of the Open Web programmatic market in Publisher net revenue.

• If a filter has been applied - typically for a given brand, buyer, etc., this is the revenue that Open Web Publishers generate from the given brand, buyer, etc.

This number is calculated by normalizing the Adomik collected revenue with various public ad spending analyses*.

*Public data sources include, depending on the country:

• eMarketer

• IAB Europe (Adex Benchmark)

• ANA (Programmatic Media Supply Chain Transparency Study)

• SRI French Ad Observatory

• PWC IAB Spanish ad study

Methodology 

For each country:

1. Adomik captures the Net programmatic Revenue from consistent cohorts of a large amount of Open Web publishers

2. Adomik sources the Total Net Programmatic Revenue earned by all the Open Web Publishers for a given market and given year, from public studies*

3. Adomik calculates its market coverage for each market for the same period, i.e. the share of revenue “captured” by Adomik in a cohort vs. the total revenue of Publishers on the market

4. Adomik then normalizes every data point to match the total Net Programmatic Revenue based on that coverage. 

• Give a clear picture of the total market size

• Estimate the market growth based on the organic growth of the publisher cohort over time

• Better qualify the various individual spending opportunities. 

Maintenance

• Every time a cohort of publishers is changed, Adomik recalculates the coverage and the subsequent estimated Market Spend, so Market Spend figures in the app may slightly vary every day. 

• Periodically, when new studies are published, Adomik re-evaluates the Total Net Programmatic Revenue earned by all the Open Web Publishers and re-calibrates using the methodology described above. This allows us to capture both overall market trends and organic publisher cohort growth. 

Example (for illustration purpose)

Let’s say Adomik collected 500m Euros from all its publishers in 2023 in France. 

The SRI French Ad Observatory declared 1050m euros of Programmatic Spending in 2023.  We adjust the total Open Web revenue removing spend not included in this perimeter such as walled garden. The reduction is evaluated at 20% for France. 

Original Calculation - We calculate our coverage for the French Market for Open Web: 59% (500B/(1050B*0.80)) for 2023.

We apply the following calculation “Adomik Revenue/ 0.59” to every data point in the market. 

→ If we collect $1M for Coca-Cola, the Market Spend in the app is $1.69 M ($1M/0.59)

Maintenance - New publisher in the cohort:  Let's say we bring a new publisher into our perimeter, which brings the total revenue of the cohort to $515m for 2023. We then recalculate our coverage for 2023. The new coverage is 0.61%, then we re-apply the following calculation “Adomik revenue/ 0.61” to every data point in the market. 

→ If we now collect $1.1M for Coca-Cola, the Market Spend in the app will be $1.8 M ($1M/0.63)

New studies: When we get 2024 studies, we will recalculate our coverage for that year based on those fresher numbers, and readjust every data point even in the past to continue capturing organic publisher growth.