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Procurement Market Intelligence Report

Online Advertising
Sourcing Guide & Market Trends

Comprehensive intelligence for making smart purchasing decisions

Learn about actual and potential costs

How much should I pay for Online Advertising?

What is the average price of Online Advertising?

This procurement report includes pricing information to help you purchase Online Advertising. Our analysts provide a benchmark price and a price range based on key pricing factors to help you understand what you should be paying for this specific product or service. To see the average price for this and hundreds of other products and services, subscribe to ProcurementIQ.

Has the price of Online Advertising been rising or falling?

Analysts look at market data from the previous three years to determine an overall price trend. You can use the recent price trends to help you understand price volatility and plan your budget.

I’m not ready to purchase Online Advertising yet. Will I pay more if I wait too long?

We forecast the next three years of price movements by looking at factors likely to affect the market's supply chain, such as inputs, demand and competition. You can then use the price forecast to figure out the best time to purchase.

What other costs are associated with purchasing Online Advertising?

Our analysts calculate the total cost of ownership and assign a level of low, moderate or high, depending on things like customization, integration and installation. Use this information to budget for Online Advertising with a reduced risk of unexpected costs.

See how we display average pricing information, trends and market data.

Find the vendor to meet your needs

Where can I purchase ?

The market for online advertising is highly concentrated, with the top four firms collectively earning more than 50.0% of the market's revenue. Alphabet, also known as Google, is by far the market leader, earning about 40.0% of market revenue through its Ads and AdSense programs. Facebook, Amazon and Microsoft round... Subscribe to learn more.

Questions to ask potential suppliers

How can I gain leverage during negotiations?


What is your cancelation policy for online advertising?

How far in advance must I place my order and send you my advertising materials?

What discounts do you offer to agencies? If I work with a media buyer, how much will my online advertising cost?

How does your company respond to potential disruptions in the placement of a buyer's advertising? How do you compensate buyers for the lost space?

What restrictions does your company impose during the coronavirus pandemic? More specifically, do you have any policies in place that demonetize coronavirus-related advertisements?


What is the average retention rate among your clients?

Who are your top five clients and how long have they been your clients?

How diverse is your customer base? Do you serve buyers in different markets?

Have you ever experienced any major complaints from clients? If so, how did you address their concerns?

Can you provide a list of clients that are willing to give references on your behalf?

How many big clients have you lost amid the pandemic?


What services do you offer aside from online advertising? Do you sell other types of advertising?

What discounts can I receive if I purchase additional services with my online advertising?

By what means do you prefer to communicate and how often do you communicate with your clients?

How does your company handle customer service? With whom would I be communicating most, and during what times would they be available?

Who should I contact if I need to make changes to my order?

Has the coronavirus pandemic led to any significant layoffs that undermine your ability to meet clients' expectations with regard to timeliness, performance and other metrics?

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Key elements for every RFP

What should my RFP include?

Project Budget

Buyers should inquire into the standard pricing schemes.

Buyers should request any available ROI analysis on higher-priced options.

Buyers should inquire into any additional charges or fees that they may incur as part of the contract.

Selection Criteria

Buyers should prioritize suppliers that are able to offer or guarantee space on websites with the highest user engagement.

Buyers should consider whether or not members of their target audience frequently visit the websites.

Buyers should weigh the size and positioning of ads that the supplier is able to guarantee.

For a detailed list of key selection criteria, buyers should reference the Buying-Decision Scorecard section of this report.

Project Schedule

Buyers should specify the deadline for questions and completed proposals.

Buyers should indicate the date by which award information will be made available.

Buyers should indicate the dates during which they would like their first advertisements to run.

Evaluate major factors to mitigate risk

How risky is the supply chain?

Online advertising suppliers have moderately risky supply chains, slightly hampering buyer power. For upstream suppliers, high competition drives this risk. Software publishers and telecom networking equipment manufacturers, for instance, fall victim to this trend. High competition pressures software publishers to keep their prices low in order to stay competitive, which... Subscribe to learn more.