The Romanian online advertising market figures and insights are hard to obtain/estimate for the people outside the industry and sometimes also for the people involved in this business. Also the shares of different players (sales houses or publishers) are hard to estimate, the only two sources putting all data together being the Romanian Online Advertising Map prepared by VIVI and the Wall-Street rankings based on SATI data.

While the first one (Romanian Online Advertising Map) is not accurate due to the algorithm used (counting codes through websites), the second is more accurate but still not 100% relevant because of the way the data has been sorted/presented. The accuracy comes from the SATI figures, SATI being the online independent market traffic counter used as a standard in the industry.

Now, since the launch of INTACT Interactive there were discussions about the position this company will occupy on the market and also about the top 3 players in terms of reach/share. Also this year brought a strong fragmentation of the market, with two top players splitting their businesses: BOOM divided into BOOM and Digital Ads and MPI divided into MPI and IBU ProTV.

INTACT Interactive released today an overview of the online market based on the latest SATI data, overview that contains all the latest market moves (fragmentation, the new players, the migration of websites from one player to another).

Conclusions:
- in the current state the top 3 players are traditional sales houses, in order: INTACT Interactive, DigitalAds and ARBOinteractive, all of them with more than 3 million unique users (duplicated)
- MPI lost its top position due to the split of portfolio with IBU ProTv
- the top 3 players gather almost the same share as all the other players together
- INTACT Interactive is undisputed leader in terms of number of sites in SATI

Specifications:
- the figures are extracted from SATI, for the week 15.06 – 21.06.2009
- all the websites were allocated to the sales house that represents them based on each company ratecard
- for trilulilu.ro was taken into consideration only the homepage which is represented by AdEvolution
- of course, all the results are sums of unique clients therefore they contain duplicated users