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デジタル広告の未来 2017-2027年:AI、広告詐欺&広告ブロック

Future Digital Advertising

AI, Ad Fraud & Ad Blocking 2017-2022

 

出版社 出版年月電子媒体価格ページ数
Juniper Research
ジュニパーリサーチ社
2017年9月GBP2,990
完全版(PDF+Excel)
77

サマリー

このレポートは世界の電子広告(デジタル広告)市場を調査し、AIを使った広告のプラットフォーム事業者14社や、地域ごとの分析を掲載しています。

主な掲載内容

完全版(Full Research Suite)

  • エグゼクティブサマリー&主要結論
  • 戦略分析&競合
    • 電子広告のエコシステムと新しい技術
    • 企業プロフィールと戦略評価
    • 広告詐欺、ターゲット戦略、パーソナライゼーションなどのAIを使った広告の将来展望
    • 企業の位置づけ:AIを使った広告のプラットフォーム事業者14社
    • ジュニパーのリーダーボード
  • 市場データ&予測
    • 収益
    • 平均CPM(cost per Mile)とCPC(Cost per Click)
    • メッセージでの広告送信とモバイルインターネットでの広告の表示数
    • 広告ブロック技術によりブロックされた広告数とその関連収益の減少
    • 人工知能を使ったターゲティング戦略の広告プラットフォーム総収益
    • 広告詐欺で減少した総収益と広告詐欺の特定により回避できた損益
  • インタラクティブ予測エクセル

Overview

Juniper Research’s highly regarded Future Digital Advertising research provides actionable insights, market intelligence and strategic recommendations for stakeholders on the swiftly changing digital advertising markets covering:

  • Mobile Advertising
  • Online Advertising
  • Smartwatch Advertising
  • Out of Home Advertising

It investigates the opportunities across key channels, considering the adoption of ad blocking technologies and the role that Artificial Intelligence will play in the future of the market. It identifies ad targeting strategies and the prevention of advertising fraud, to present a comprehensive outline of the next 5 years of the digital advertising industry.
This research suite includes:

  • Deep Dive Strategy and Competition (PDF)
  • 5 Year Deep Dive Data and Forecasting (PDF)
  • Executive Summary & Core Findings (PDF)

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, targeting strategies and chatbots
    • Future opportunities in Mobile, Online, and Digital Out-of-Home Advertising
    • Evaluation of the impact of Ad Blocking technologies
    • Key market trends, drivers and constraints acting on the digital advertising market
  • Juniper Positioning Index: A comparative assessment of AI advertising services from 14 platform providers in the Digital Advertising market, categorised in terms of the depth of their hardware offerings. Vendors in our Positioning Index include:
    • Affectiva
    • Alphabet
    • Antvoice
    • Baidu
    • Cognitiv
    • Dentsu
    • drawbridge
    • Dynamic Yield
    • Facebook
    • IBM
    • Microsoft
    • Reflektion
    • Rocket Fuel
    • Salesforce
  • Benchmark Industry Forecasts: Understand the size of the Digital Advertising market and where the growth will take place with our highly granular dataset. We Identify the key opportunities, covering theoretical savings and costs, adoption of the various technologies, revenues from these technologies and more, for 8 global regions and 4 key country markets, covering these segments:
    • Online (Display, Search)
    • Mobile Internet (Display, Search)
    • In-App (Display, Rich Media)
    • Message-Based (SMS)
    • Ad Blocking & Fraud
    • AI In Advertising
  • Interviews: Unique insight into how each player is competing in this market, including:
    • Dynamic Yield
    • Eyeo
    • Mitto
    • Reflektion
    • Rubicon Project
    • Salesforce
  • Juniper Leaderboard: 12 leading digital advertising platform vendors compared, scored and positioned on the Juniper Leaderboard matrix.

Key Questions

  1. Which strategies and technologies will be the most effective on diminishing ad fraud?
  2. How is artificial intelligence disrupting the digital advertising industry?
  3. How much will the digital advertising industry be worth by 2022?
  4. What steps have been taken by the ad industry to combat ad blocking technology?
  5. Which area of advertising will be the most lucrative over the next 5 years?

Companies Referenced

Interviewed: Dynamic Yield, Eyeo GmbH, Mitto, Reflektion, Rubicon Project, Salesforce.
 
Profiled: Airpush, Alphabet, Amobee, Baidu, Demandbase, Facebook, Fiksu, OpenX, PubMatic, Rubicon Project, Salesforce, xAd.
 
Case Studied: BroadSign, Facebook, Google, Rocket Fuel, White Ops.
 
Platform Providers Profiled in Vendor Positioning Matrix: Affectiva, Alphabet, Antvoice, Baidu, Cognitiv, Dentsu, drawbridge, Dynamic Yield, Facebook, IBM, Microsoft, Reflektion, Rocket Fuel, Salesforce.
 
Mentioned: AdBlock, Adblock Fast, AdBlock Plus, Adconian Direct, Adelphic, Adenyo, Adjitsu, Adjust, Admoove, Adobe, AdRoll, Alibaba, Amazon, AMI (American Media Inc), Angel.ai, AOL, API.ai, Apple, AppNexus, Apps Flyer, Aprimo, Apsalar, Ardeeka, Associated Press, Bell Communications Research, Bell Labs, BeyondCore, Blogger, Bluekai, Born, Box, Cadreon, Captivate Network, Carnival.io, CBS, Cellmania, Chango, Charity Water, Chatflow, Cheesecake Factory, Cisco, Citigroup, Clickability, Coalition for Better Ads, Convade, Coolan, Criteo, Crownpeak, Dark Blue Labs, DeepMind, Demandware, DFKI (German Research Centre for Artificial Intelligence), Digital Marketing Magazine, DNNresearch, DocuSign, DoubleClick, DoubleVerify, Dunkin’ Donuts, E.piphany, Edgecase, Ektron, Emu, Equivio, Everjobs, Exact Target, Exelate, Face.com, Finfo.com, Fox Audience Network, FreshDirect, G+J, Gander Mountain, GE, Genee, Globespan, Godiva, Gradient X, Granata Decision Systems, Green Bay Packers, Halli Labs, Hallmark Channel, Harvest.ai, HelloFresh, Hemnet, Hewlett Packard, Hubbi, Hubspot, IAB (Interactive Advertising Bureau), iAd, IAS (Integral Ad Science), Implisit, Indisys, InStranet, iSite Design, J‑PADTM (Japan Publisher Alliance on Digital), jetpac, Kadro, Kaggle, Kellogg’s, Kiip, Kiplinger, KITT.AI, Kochave, Kontera, Krux, L90, Lamoda, Lattice, LiftDNA, LiveRamp, Liverpool Football Club, Localytics, Lucent Technologies, Magento, Magic Pony, MapSense, Marmot, Mars, Mastercard, Media 122, MediaMath, MediaOcean, Mediekompaniet Adapt, Merkle, MetaMind, Millennial Media, MinHash, Moat, Mocean Mobile, Moodstocks, Mopub, Movidius, MRC (Media Rating Council), Nanigans, Narvar, Nervana Systems, Nest, Neustar, News Corp, Nielsen, nToggle, NVIDIA, Opentext, Oracle, Orbeus, OthersOnline, Outback Steakhouse, OutFront Media, PageFair, PANTA Systems, Party, Pedowitz Group, Perceptio, Philips, Picasa, Pixalate, POST-Cereal PETA, PredictionIO, Proxama, Publicis, Qualcomm, Raven Tech, Razorfish, RealFace, ReaXions, RelateIQ, Reuters, RIM, RingRing Media, Rocketship Apps, Saatchi LA, Saffron Technology, SailThru, SAP, SDL, Sephora, Shine, Silverpop, Singtel, Site Scout, Sizmek, SonoTrend, Statiq, Stitchfix, StrongMail Systems, Strongview, Subway, SwiftKey, Synthace, Telefonica, TellApart, Tempo AI, Tencent, Timeful, TouchTunes, Triggit, tumplejump, Tune, Turi, Turn, Twitter, Ubiquity, Under Armour, Unilever, Uniqlo, Urban Outfitters, VERITAS India, Vision Factory, Vocal IQ, Vodafone, Walt Disney, Web Financial Group, Webtrends, Wit.ai, WordPress, Workday, xPerception, Yahoo, YOTTAA, YP, Zondingo, Zurich Eye.
 

Data & Interactive Forecast

Juniper’s Future Digital Advertising forecast suite includes:
  • Regional data splits for 8 key regions as well as country level splits for:
    • US
    • Canada
    • UK
    • Germany
  • Online advertising revenues, split by:
    • Internet display advertising
    • Internet search advertising
    • Internet video advertising
  • Mobile Internet advertising revenues, split by:
    • Internet display advertising
    • Internet search advertising
  • Mobile in-app advertising revenues, split by:
    • Display advertising
    • Rich media advertising
  • SMS Advertising
  • Online ad blocking and lost revenues, split by:
    • Internet display advertising
    • Internet search advertising
    • Internet video advertising
  • Mobile Internet ad blocking, split by:
    • Internet display advertising
    • Internet search advertising
  • Advertising Fraud & AI Platform Revenues, split by:
    • Mobile advertising
    • Online advertising
  • Interactive Excel Scenario tool allowing user the ability to manipulate Juniper’s data for 36 different metrics.
  • Access to the full set of forecast data of 325 tables and over 18,400 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. The Digital Advertising Ecosystem

1.1 Digital Advertising: A Market Update............................................. 6
1.1.1 Notable Market Movements ......................................................... 6
Figure 1.1: Digital Advertising MarTech & AdTech Notable Market Movements .... 6
1.2 Mobile Advertising Market Trends ................................................. 7
1.2.1 Reach & Engagement ................................................................... 7
Figure 1.2: Number of Hours Spent Internet Browsing by US Consumers (2011-
2016), Split by Device ........................................................................................... 7
1.2.2 A2P & P2A Advertising ................................................................. 8
1.2.3 Advances in Programmatic Advertising & Real-time Bidding .. 9
i. Privacy Issues ................................................................................................... 9
ii. Inexplicable AI Algorithms ............................................................................... 10
1.2.4 Digital Advertising: Market Drivers, Trends & Constraints .... 11
Figure 1.3: Digital Advertising: Trends, Drivers & Constraints ............................. 11
1.2.5 DOOH Avertising......................................................................... 12
Figure 1.4: Digital Signage Unit .......................................................................... 12
i. Case Study: BroadSign .................................................................................... 12
ii. Digital Signage Strategies & Opportunities ...................................................... 13
Figure 1.5: The DOOH Advertising Environment ................................................ 13

2. The Outlook for Digital Advertising

2.1 Future Business Models ............................................................... 16
2.1.1 The Current Mobile Market ......................................................... 16
2.2 The Future of Ad Blockers ............................................................ 17
Figure 2.2: Total Number of Global Ad Block Users 2009-2016 (m) ................... 18
2.2.1 Motivation for Ad Blocker Adoption ......................................... 18
Figure 2.3: Motivation behind Ad Blocker Adoption ............................................ 18
2.2.2 Ad Blocking Publisher Strategies ............................................. 19
ii. Case Study: Google to Develop Ad Blocker Built into Chrome ........................ 20
2.2.3 Combative Strategies ................................................................. 21

3. Artificial Intelligence in Advertising

3.1 AI (Artificial Intelligence) in Advertising ..................................... 23
Figure 3.1: Select AI Acquisitions ....................................................................... 23
3.1.1 AI’s Role in Advertising ............................................................. 24
3.1.2 AI for Fraud Detection ................................................................ 25
i. Case Study: White Ops & Methbot .................................................................. 25
Figure 3.2: Total Revenue Loss through Advertising Fraud ($bn) 2017 & 2022 .. 26
3.1.3 Machine Learning & RTB ........................................................... 27
i. AI Disruptor: Case Study ? Rocket Fuel .......................................................... 27
3.1.4 Ad Fraud Detection Strategies .................................................. 28
Figure 3.3: Juniper Research Phased Evolution Model ? AI in Ad Fraud
Detection ........................................................................................................... 28
Figure 3.4: Proportion of Online Ad Clickthrough Ads that are Due to Fradulent
Clicks in 2022 .................................................................................................... 29
3.1.5 Gaining Access to the ‘Walled Gardens’ .................................. 29
Figure 3.5: Proportion of Advertising Spend Saved by AI & ML Algorithms of Total
Ad Spend Lost to Ad Fraud (%) ? Selected Regions 2017-2022 ........................ 30
3.1.6 Ad Blockers as a Combatant to Advertising Fraud ................. 30
3.1.7 AI Enabling Cognitive Advertising ............................................ 30
Figure 3.6: Global Proportion of Digital Ad Spend Leverage by AI & ML
Platforms ............................................................................................................ 31
3.1.8 AI in Chatbots.............................................................................. 32
i. Benefits of Implementing AI Chatbots .............................................................. 32
ii. Chatbot Advertising Opportunity & Hurdles ..................................................... 33
Figure 3.7: Total Number of Chatbots Accessed per Annum (m), Split by
eCommerce & Retail & Other Uses ? 2017 & 2022 ............................................. 33
iii. Case Study: Facebook Messenger Chatbots .................................................. 35
3.2 AI Advertising Player Analysis ..................................................... 36
Table 3.8: Juniper Vendor Positioning Index ? Vendor Assessment Criteria ....... 36
Figure 3.9: Juniper Vendor Positioning Index ? AI Advertising Platforms ............ 37
3.2.1 AI Advertising Player Commentary ........................................... 38
i. Affectiva ........................................................................................................... 38
ii. Alphabet ......................................................................................................... 38
iii. Antvoice ......................................................................................................... 39
iv. Baidu ............................................................................................................. 39
v. Cognitiv .......................................................................................................... 40
vi. Dentsu ........................................................................................................... 40
vii. drawbridge .................................................................................................... 41
viii. Dynamic Yield .............................................................................................. 41
ix. Facebook ....................................................................................................... 42
x. IBM ................................................................................................................. 43
xi. Microsoft ........................................................................................................ 44
xii. Reflektion ...................................................................................................... 45
xiii. Rocket Fuel .................................................................................................. 46
xiv. Salesforce .................................................................................................... 46
Table 3.10: Salesforce.com AI Acquisitions (2014 onwards) .............................. 46

4. Digital Advertising: The Competitive Landscape

4.1 Introduction .................................................................................... 49
4.2 Vendor Assessment ...................................................................... 49
4.2.1 Vendor Assessment Methodology ............................................ 49
Table 4.1: Player Capability Criteria ? Digital Advertising Platform Providers ..... 50
Figure 4.2: Juniper Leaderboard ? Digital Advertising Platform Providers .......... 51
Table 4.3: Juniper Heatmap Results ? Digital Advertising Platform Providers .... 52
4.2.2 Vendor Groupings ? Digital Advertising Platform Providers . 53
i. Established Leaders ........................................................................................ 53
Figure 4.4: Digital Advertising Platform Providers ? Established Leaders
Revenues 2016 .................................................................................................. 53
ii. Leading Challengers....................................................................................... 54
iii. Disruptors & Emulators .................................................................................. 54
4.3 Limitations & Interpretations ........................................................ 56
4.4 Digital Advertising: Industry Movers & Shakers ........................ 57
4.5 Player Profiles ................................................................................ 59
4.5.1 Airpush ........................................................................................ 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 & Development Opportunities ............................ 59
4.5.2 Alphabet ...................................................................................... 60
i. Corporate ........................................................................................................ 60
ii. Geographical Spread ...................................................................................... 60
iii. Key Clients & Strategic Partnerships .............................................................. 60
iv. High Level View of Offerings .......................................................................... 61
v. Juniper View: Key Strengths & Development Opportunities ............................ 61
4.5.3 Amobee ........................................................................................ 62
i. Corporate ........................................................................................................ 62
ii. Geographical Spread ...................................................................................... 62
iii. Key Clients & Strategic Partnerships .............................................................. 62
iv. High Level View of Offerings .......................................................................... 62
v. Juniper View: Key Strengths & Development Opportunities ............................ 63
4.5.4 Baidu ............................................................................................ 63
i. Corporate Profile.............................................................................................. 63
Table 4.7: Notable Baidu AI-related Acquisition (2017 onwards) ......................... 63
Table 4.8: Baidu Financial Snapshot ($bn) 2013-2015 ....................................... 64
ii. Geographic Spread ......................................................................................... 64
iii. Key Clients & Partnerships ............................................................................. 64
iv. Products & Services ....................................................................................... 64
v. Juniper’s View: Key Strengths & Opportunities ............................................... 64
4.5.5 Demandbase................................................................................ 65
i. Corporate ........................................................................................................ 65
ii. Geographical Spread ...................................................................................... 65
iii. Key Clients & Strategic Partnerships .............................................................. 65
iv. High Level View of Offerings .......................................................................... 66
v. Juniper View: Key Strengths & Development Opportunities ............................ 66
4.5.6 Facebook ..................................................................................... 66
i. Corporate ........................................................................................................ 66
ii. Geographical Spread...................................................................................... 67
iii. Key Clients & Strategic Partnerships ............................................................. 67
iv. High Level View of Offerings ......................................................................... 67
v. Juniper View: Key Strengths & Development Opportunities ............................ 67
4.5.7 Fiksu ............................................................................................ 68
i. Corporate ........................................................................................................ 68
ii. Geographical Spread...................................................................................... 68
iii. Key Clients & Strategic Partnerships ............................................................. 68
iv. High Level View of Offerings ......................................................................... 68
v. Juniper View: Key Strengths & Development Opportunities ............................ 69
4.5.8 Salesforce.com ........................................................................... 69
i. Corporate Profile ............................................................................................. 69
Table 4.10: Salesforce.com Financial Snapshot ($m) FY 2015-2017 ................. 69
Table 4.11: Salesforce.com AI Acquisitions (2014 onwards) .............................. 70
ii. Geographic Spread ........................................................................................ 70
iii. Key Clients & Strategic Partnerships ............................................................. 70
iv. Products & Services ...................................................................................... 70
v. Juniper’s View: Key Strengths & Opportunities ............................................... 71
4.5.9 OpenX .......................................................................................... 71
i. Corporate ........................................................................................................ 71
ii. Geographical Spread...................................................................................... 71
iii. Key Clients & Strategic Partnerships ............................................................. 71
iv. High Level View of Offerings ......................................................................... 72
v. Juniper View: Key Strengths & Development Opportunities ............................ 72
4.5.10 PubMatic .................................................................................... 72
i. Corporate ........................................................................................................ 72
Table 4.13: PubMatic Series Funding (2008 onwards) ........................................ 73
ii. Geographical Spread ...................................................................................... 73
iii. Key Clients & Strategic Partnerships .............................................................. 73
iv. High Level View of Offerings .......................................................................... 74
v. Juniper View: Key Strengths & Strategic Opportunities ................................... 74
4.5.11 Rubicon Project ........................................................................ 74
i. Corporate ........................................................................................................ 74
Table 4.14: Rubicon Project Selected Financial Information ............................... 75
ii. Geographical Spread ...................................................................................... 75
iii. Key Clients & Strategic Partnerships .............................................................. 75
iv. High Level View of Offerings .......................................................................... 75
v. Juniper View: Key Strengths & Development Opportunities ............................ 76
4.5.12 xAd ............................................................................................. 76
i. Corporate ........................................................................................................ 76
ii. Geographical Spread ...................................................................................... 76
iii. Key Clients & Strategic Partnerships .............................................................. 76
iv. High Level View of Offerings .......................................................................... 77
v. Juniper View: Key Strengths & Development Opportunities ............................ 77

 

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