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デジタル広告におけるAI:市場機会&予測 2019-2023年

AI in Digital Advertising

Opportunities & Forecasts 2019-2023

 

出版社 出版年月電子版価格 ページ数
Juniper Research
ジュニパーリサーチ社
2019年5月GBP2,250
企業ライセンス(PDF+Excel)
72

サマリー

このレポートはデジタル広告に利用されるAIに着目し、デジタル広告システムの評価と使用事例について言及しています。また主要企業19社のサービスや位置づけについても分析しています。

主な掲載内容

国別の市場予測

  • 米国
  • カナダ
  • 英国
  • ドイツ

AIプラットフォームごとの収益

  • モバイル検索の広告
  • モバイルディスプレイの広告
  • オンライン広告

 

Overview

Juniper Research’s AI in Digital Advertising research provides a comprehensive assessment of the digital advertising system and key AI use cases. It evaluates future disruptive impact in areas such as programmatic advertising and ad targeting strategies. This essential guide provides detailed analysis and forecasts for the the following key segments:

  • Mobile Search Advertising
  • Mobile Display Advertising
  • Online Advertising
This research suite includes:
  • Market Trends & Opportunities (PDF)
  • 5-Year Market Sizing & Forecast Spreadsheet (Excel)
  • 12 months' access to harvest online data platform

Key Features

  • Market Landscape: Extensive analysis of the future outlook of the market and the role emerging technologies will play in the development of the market.
    • Future benefits of AI, including fraud detection and programmatic advertising
    • Future opportunities in Mobile, Online, OTT TV and Digital Out-of-Home Advertising
    • Key market trends, drivers and constraints acting on the digital advertising market
  • Digital Advertising Platform Analysis: 5-year forecasts for digital advertising platform revenues and market share analysis for leading advertising networks, including:
    • Amazon
    • Baidu
    • Bing
    • Facebook
    • Google
    • Tencent
    • Twitter
  • Juniper Positioning Index: A comparative assessment of AI advertising services from 19 digital advertising service providers, categorised in terms of the depth of their service offerings. Vendors in our Positioning Index include:
    • Affectiva
    • Amazon
    • Amplero
    • Baidu
    • Bidalgo
    • Congnitiv
    • Conversica
    • Dynamic Yield
    • Facebook
    • Google
    • GumGum
    • IBM
    • Influential
    • InsideSales.com
    • Invoca
    • Microsoft
    • Quantcast
    • SalesForce
    • Sizmek
  • Benchmark Industry Forecasts: Understand the impact of  AI on the digital advertising market, identify key market opportunities and the impact on advertising platform revenues. The forecasts cover 8 key global regions and 4 country level splits, including the following segments:
    • Mobile search advertising
    • Mobile display advertising
    • Online advertising
  • Interviews with leading players across the value chain, including:
    • App Samurai
    • ClickGUARD
    • Codewise
    • GumGum
    • Kochava
    • mGage
    • Pixalate
    • Singular
    • Telecoming
    • TrafficGuard
  • Juniper Leaderboard: 15 leading MMPs (Mobile Measurement Platforms) and anti-fraud solutions providers compared, scored and positioned on the Juniper Leaderboard.

Key Questions

  1. How is AI being used in the digital advertising?
  2. How much will the digital advertising ecosystem be worth by 2023?
  3. Who are the leading digital ad fraud detection and mitigation platforms?
  4. How will AI-based programmatic advertising be used by 2023?
  5. How will future legislation impact the use of AI in the digital advertising industry?

Companies Referenced

Interviewed: Adjust, Affle, App Samurai, ClickGUARD, Codewise, GumGum, Kochava, mGage, Pixalate, Singular, Telecoming, TrafficGuard.
 
Profiled: Adjust, Affle, App Samurai, AppsFlyer, ClickGUARD, Codewise, Comscore, Impact, Kochava, Machine Advertising, Pixalate, Singular, Telecoming, TrafficGuard, TUNE.
 
Case Studied: Amazon.
 
Included in Vendor Positioning Index: Affectiva, Amazon, Amplero, Baidu, Bidalgo, Cognitiv, Conversica, Dynamic Yield, Facebook, Google, GumGum, IBM, Influential, Insidesales.com, Invoca, Microsoft, Quantcast, Salesforce, Sizmek.
 
Mentioned: A4D, Aarki, Acquired.io, Acxiom, Adalyser, Adcolony, Adconnect, Adform, Ad‑juster, Adobe, Adveritas, Aeron, Affluent, Airbnb, Alphabet, Altitude, Amobee, Apartment List, API.ai, Appfuel, Apple, Appier, AppLift, AppNexus, Apsalar, Artisan, Associated Press, ATIS (Alliance for Telecommunications Industry), AVA.ai, BBC Worldwide, Bennett, Bing, Branch, Burger King, Button, BuzzFeed, C9, CAAF (Coalition Against Ad Fraud), Cambridge Analytica, Cassandra, CBS, Centro, Centurion Corporation, CenturyLink, Chartboost, Chewy, Citigroup, ClearPier, ClearSaleing, Coleman & Co, CreditSesame, Cricket Wireless, D2C, Dark Blue Labs, Dataxu, Demandware, Dentsu, Diply, elex, Eloqua, Epson, Eureka & Docker, everjobs, Eyeball Division, Fiksu, Fitplan, Folloze, Forbes, Forensiq, FreeWheel, Fyber, General Mills, GFK, Goodway Group, Grammarly, Gripati Digital Entertainment, Groupon, Halli Labs, Hallmark Channel, HelloFresh, HIS Markit, Hotel Tonight, HP, HubSpot, IMDB, iHance, Implisit, InferSystems, InMobi, Innovid, Innvervate, Inovalon, Instagram, Investing.com, ironSource, Itochu, Kabbage, Kaggle, Kayzen, Kellogg’s, KITT.AI, Lamoda, Leadpoint, Lexus, Liftoff, LinkedIn, Liverpool Football Club, Lyft, M&C Saatchi, Managed Objects, Marketo, Markt.ooo, Marriott Hotels, Mars, Match, McDonald’s, M-Code, MediaOcean, MediaRadar, Mediarails, MetaMind, Migros, MobileDevHQ, MobileRQ, Mobimasta, MoPub, mParticle, Mpire, MRC (Media Rating Council), Nestlé, Netty, Neustar, NewVoiceMedia, Nike, NinthDecimal, Nudge.Ai, Olymp Trade, Omnicom Media Group, Onavo, optimob, Oracle, Pandora, Paperclip, Pardot, Partnerize, Peer39, Pepsi, Pinterest, PlaceIQ, PLAYXPERT, Pocket Media, PointRoll, Publicis, Pubmatic, Rakuten, Rappi, Raven Tech, Razer, reddit, RelateIQ, RhythmOne, Rocket Fuel, Roku, runtastic, Saatchi LA, Sabre Holdings, Samsung, SAP, Savings.com, ScaleArc, Segment, Sephora, Shazam, Shoffr, Shopcom, Shopify, Simmons, Skillz, Snap, Sony, SoundCloud, Spotify, Spring Boot on Java 8, Stitchfix, StrikeAd, Sunset World, Symantec, Synthace, Tappx, Telaria, The Atlantic, The Canadian Real Estate Association, The Los Angeles Film School, Toyota, TVSquare, Tvty, Twitter, Unbotify, Under Armour, Urban Outfitters, Verizon, Vice, Vision Factory, Vizury, Vungle, Walmart, WhiteOps, WyWy, xPerception, Yelp, Yodas.com, Zynga

Data & Interactive Forecast

Juniper’s AI in Digital Advertising forecast suite includes:
  • Regional data splits for 8 key regions and country level splits for:
    • US
    • Canada
    • UK
    • Germany
  • AI Platform Revenues, split by:
    • Mobile search advertising
    • Mobile display advertising
    • Online advertising
  • Interactive Excel Scenario tool allowing user the ability to manipulate Juniper’s data for 3 different metrics.
  • Access to the full set of forecast data of 19 tables and over 1,500 data points.
Juniper Research’s highly granular interactive Excels enable clients to manipulate Juniper’s forecast data and charts to test their own assumptions using the Interactive Scenario Tool, and compare select markets side by side in customised charts and tables. IFxls greatly increase clients’ ability to both understand a particular market and to integrate their own views into the model.
 

 



目次

Table of Contents

1. Digital Advertising Channels: Engagement & Reach

1.1 The Future of Digital Advertising . 6
Figure 1.1: Total Spend on Desktop/Notebook Advertising ($bn) in 2023 . 6
1.2 Service Reach & Scarcity of Attention. 7
Figure 1.2: Global Reach of Select Consumer Devices for Advertising by 2023. 7
1.2.1 The Reach of SMS Advertising . 7
1.3 The Future Impact of Amazon on the Digital Advertising Market . 8
Figure 1.3: Amazon’s Annual Revenue Attributable to Other Services (including
Advertising Services) ($m) 2016-2018. 8
Case Study: Amazon’s Advertising Services . 9
1.3.1 The Impact on Google & Facebook.10
Figure & Table 1.4: Total Digital Advertising Ad Spend ($m), Split by Leading
Advertising Platforms 2018-2023. 10
i. Google’s Advertising Activities . 11
Figure 1.5: Leading Advertising Netw ork Ad Revenues ($bn) by 2023. 11
ii. Facebook’s Advertising Activities . 11
iii. Baidu ’s Advertising Activities. 12
1.4 Strategic Recommendations for Digital Advertising Stakeholders.12
Figure 1.6: Net In-App OTT TV Advertising Spend in 2023, Split by 8 Key Regions . 13

2. AI in Digital Advertising

2.1 Artificial Intelligence in the Advertising Space.16
Figure 2.1: AI Use Cases in the Advertising Industry .16
2.2 Artificial Intelligence in Digital Advertising: Vendor Positioning Index .18
Table 2.2: Juniper Vendor Positioning Index - Vendor Assessment Criteria .18
Figure 2.3: Juniper Research Vendor Positioning Index - Artif icial Intelligence
Providers in Advertising .19
2.2.1 Established Leaders .20
Figure 2.4: Alphabet’s Advertising Revenues ($m) 2016-2018 .20
Table 2.5: Sizmek Acquisitions 2012-present .24
2.2.2 Challenging Providers .25
2.2.3 Niche Providers.29
2.3 Quantifying the Impact of AI in Digital Advertising.31
Figure 2.6: Global Proportion of Ads Delivered Using AI or Machine Learning
Services, (%) Split by Ad Channel 2018-2023 .31
2.4 AI in Digital Advertising: The 5 Year Roadmap .32
2.4.1 Legislation will Impact Future Digital Advertising Strategies 32
2.4.2 AI-created Content for Advertising .32
Figure 2.7: Key Global AI in Advertising Statistics in 2023.32
Figure 2.8: Artif icial Intelligence in Advertising: The 5 Year Roadmap 2019-2023.33

3. Digital Advertising: The Competitive Landscape

3.1 Introduction to Advertising Attribution Platforms .35
3.1.1 Vendor Assessment Methodology.35
Table 4.1: Player Comparison Scoring Criteria - Digital Advertising Attribution Platforms.36
Figure 4.2: Juniper Leaderboard - Digital Advertising Attribution Platforms . 37
Table 4.3: Juniper Leaderboard Heatmap Results - Digital Advertising Attribution Platforms . 38
3.2 Vendor Groupings - Digital Advertising Attribution Platforms 39
i. Established Leaders . 39
ii. Leading Challengers . 39
iii. Disruptors & Emulators . 41
3.3 Limitations & Interpretations .43
3.4 Digital Advertising: Movers & Shakers .44
3.5 Player Profiles .46
3.5.1 Adjust .46
i. Corporate. 46
ii. Geographical Spread . 46
iii. Key Clients & Strategic Partnerships. 46
iv. High Level View of Offerings . 47
v. Juniper View: Key Strengths & Strategic Opportunities . 47
3.5.2 Affle.48
i. Corporate. 48
Table 4.4: Aff le Acquisitions 2012-present . 48
ii. Geographical Spread . 48
iii. Key Clients & Strategic Partnerships. 48
iv. High Level View of Offerings . 48
v. Juniper View: Key Strengths & Strategic Opportunities . 49
3.5.3 App Samurai .49
i. Corporate. 49
ii. Geographical Spread . 49
iii. Key Clients & Strategic Partnerships .49
iv. High Level View of Offerings .49
v. Juniper View: Key Strengths & Strategic Opportunities.50
3.5.4 AppsFlyer .50
i. Corporate .50
ii. Geographical Spread .50
iii. Key Clients & Strategic Partnerships .50
iv. High Level View of Offerings .50
v. Juniper View: Key Strengths & Strategic Opportunities.51
3.5.5 ClickGUARD.52
i. Corporate .52
ii. Geographical Spread .52
iii. Key Clients & Strategic Partnerships .52
iv. High Level View of Offerings .52
v. Juniper View: Key Strengths & Strategic Opportunities.53
3.5.6 Codewise .53
i. Corporate .53
ii. Geographical Spread .53
iii. Key Clients & Strategic Opportunities.53
iv. High Level View of Offerings .53
v. Juniper View: Key Strengths & Strategic Opportunities.54
3.5.7 Comscore .54
i. Corporate .54
Table 4.5: Comscore Select Financial Information ($m) 2015-2018 .54
ii. Geographical Spread .54
iii. Key Clients & Strategic Partnerships .55
iv. High Level View of Offerings . 55
v. Juniper View: Key Strengths & Strategic Opportunities . 55
3.5.8 Impact Technologies .56
i. Corporate. 56
ii. Geographical Spread . 56
iii. Key Clients & Strategic Partnerships. 56
iv. High Level View of Offerings . 56
v. Juniper View: Key Strengths & Strategic Opportunities . 57
3.5.9 Kochava .57
i. Corporate. 57
ii. Geographical Spread . 57
iii. Key Clients & Strategic Partnerships. 57
iv. High Level View of Offerings . 57
v. Juniper View: Key Strengths & Strategic Opportunities . 58
3.5.10 Machine Advertising .59
i. Corporate. 59
ii. Geographical Spread . 59
iii. Key Clients & Strategic Partnerships. 59
iv. High Level View of Offerings . 59
v. Juniper View: Key Strengths & Strategic Opportunities . 59
3.5.11 Pixalate .59
i. Corporate. 59
ii. Geographical Spread . 60
iii. Key Clients & Strategic Opportunities . 60
iv. High Level View of Offerings . 60
v. Juniper View: Key Strengths & Strategic Opportunities . 61
3.5.12 Singular .61
i. Corporate .61
Table 4.6: Singular’s Funding Rounds July 2014-present .61
ii. Geographical Spread .61
iii. Key Clients & Strategic Partnerships .61
iv. High Level View of Offerings .62
v. Juniper View: Key Strengths & Strategic Opportunities.62
3.5.13 Telecoming .63
i. Corporate .63
ii. Geographical Spread .63
iii. Key Clients & Strategic Partnerships .63
iv. High Level View of Offerings .63
v. Juniper View: Key Strengths & Strategic Opportunities.63
3.5.14 TrafficGuard .64
i. Corporate .64
ii. Geographical Spread .64
iii. Key Clients & Strategic Opportunities.64
iv. High Level View of Offerings .64
v. Juniper View: Key Strengths & Strategic Opportunities.65
3.5.15 TUNE .65
i. Corporate .65
Table 4.7: TUNE Acquisitions 2012-present .65
ii. Geographical Spread .65
iii. Key Clients & Strategic Opportunities.65
iv. High Level View of Offerings .65
v. Juniper View: Key Strengths & Strategic Opportunities.66

4. Market Forecasts & Key Takeaways: AI in Digital Advertising

4.1 AI (Artificial Intelligence) in Digital Advertising.68
4.1.1 Methodology .68
Figure 5.1: AI in Advertising Forecast Methodology . 69
4.1.2 Total Online Advertisements Delivered via AI or Machine Learning Alogrithms.70
Figure & Table 5.2: Total Spend on Online Advertising Delivered through
AI/Machine Learning Advertising ($m) Split by 8 Key Regions 2018-2023 . 70
4.1.3 Total Mobile Display Advertisements Delivered via AI or
Machine Learning Alogrithms .71
Figure & Table 5.3: Total Spend on Mobile Display Advertising Delivered through
AI/Machine Learning Advertising ($m) Split by 8 Key Regions 2018-2023 . 71
4.1.4 Total Mobile Search Advertisements Delivered via AI or
Machine Learning Alogrithms .72
Figure & Table 5.4: Total Spend on Mobile Search Advertising Delivered through
AI/Machine Learning Advertising ($m) Split by 8 Key Regions 2018-2023 . 72

 

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