Google’s Q2 2009 results came out last week, with the usual parade of pre-forecasting and post-analysis. I thought it would be useful to breakout the UK component of their revenues. Being a US company, Google report in US dollars, so I’ve made a rough estimate of what those revenues are in sterling.

Platform	Forrester	Gartner	Notes
Acxiom			Acxiom's Liveramp is widely used to onboard data into DMPs, but it looks like it's being broadened to include DMP functionality itself.
Adform			Adform is an independent ad platform, originally from Denmark.
Adobe	Leader	Leader	A very early play in the DMP space, Adobe bought Demdex in 2011 and it's now part of the Adobe Marketing Cloud.
BlueConic		Challenger
Collective			Collective's Visto platform cites 'centralized data management' as one of its features.
Commanders Act			Independent DMP based in Paris.
Cxense	Contender	Niche Player	Based in Oslo, Norway.
DataXu		Challenger	Founded in 2009, a long time participant in ad tech.
Eulerian Technologies		Challenger	Based in Paris, France.
exaudi			Independent DMP based in Italy.
Google Audience Center 360	Strong Performer		A very new entrant to the market, Google release Audience Center last year as part of its '360' rebrand of analytics and data products.
IgnitionOne		Visionary	IgnitionOne aqcuired DMP Knotice in 2014 to enhance its advertising platform.
Kitewheel		Visionary
Lotame	Strong Performer		One of the oldest, and still independent, DMPs.
Lytics			Lytics’ Customer Data Platform looks like it has some DMP capabilities.
MediaMath		Challenger	Long time player in the programmatic ads space.
mParticle			Focused on mobile apps and cross-device.
Neustar	Leader	Visionary	Neustar bought Aggregate Knowledge in 2013.
Nielsen		Challenger	Veteran measurement company Nielsen acquired Exelate in 2015, which is now marketed as the Nielsen Marketing Cloud.
Oracle	Strong Performer	Leader	Oracle acquired DMP BlueKai in 2014 and the platform is now part of the Oracle Marketing Cloud.
Permutive			Permutive is a London-based startup which describes itself as the 'first real-time DMP'.
RedPoint		Challenger
Relay42			Independent DMP based in Amsterdam.
Rocket Fuel			Rocket Fuel bought [x+1] in 2014. Originally an ad network, Rocket Fuel is pivoting towards a SaaS platform.
RUN			Part of Publicis Media group.
Salesforce	Leader	Leader	Salesforce bought Krux last year to roll in to the Salesforce Marketing Cloud.
SAP		Challenger	SAP built a DMP as part of its SAP Exchange Media offering.
Turn		Challenger	In the process of being acquired by Amobee (Singtel).
Viant Technology		Challenger	Acquired by Time Inc in 2016.
Ysance		Challenger	Based in Paris, France.
Zeta Global		Visionary
Zipline	Strong Performer		DMP from KBM Group, which is part of Wunderman Group, a WPP agency.

I’ve taken the FX rates from quarterly mid-market averages supplied by oanda.com. And for the more visually minded, here’s that data in a chart:

The data suggests that the UK business has started to mature since the start of 2008. We can clearly see the seasonal trends (high Q1, Q4; lower Q2, Q3) that one would expect as overall growth diminishes. Although we have only 2 quarters of data for this year so far, this seasonality seems to be more marked.

I’m sure, like me, you can’t resist a couple more charts. So here they are. The first one looks at quarter-over-quarter change:

The second looks at year-on-year change:

So with double-digit YoY growth in a recession, perhaps Google doesn’t have too much to worry about in the UK.

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