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State of online ad worldwide

  • August 2014
  • -
  • IDATE
  • -
  • 40 pages

A report providing an analysis of key trends and technologies around personal data today (including privacy challenge, retargeting, VRM, new data measurement techniques, etc…) and also includes an overview of the world leaders and their KPIs (Google – Facebook – Yahoo! – Microsoft – Twitter – Amazon – Apple)

Table Of Contents

State of online ad worldwide
Contents of the report

1. The advertising market in figures 5
1.1. Value of the global online advertising market 6
1.2. Value of global online advertising market: regional / country
breakdown 7
1.3. Value of global online advertising market: breakdown by format 8
1.4. [Mobile] Value of global online advertising market 9
1.5. [Mobile] Value of global online advertising market: regional /
country breakdown 10
1.6. [Social] Value of global online advertising market 11
1.7. [OTT video] Value of global OTT video advertising market 12
1.8. Value of global RTB advertising market 13
2. The online advertising ecosystem 14
2.1. The overall advertising ecosystem 15
2.2. Overview of player shares in advertising market - worldwide 16
2.3. Focus on mobile advertising: breakdown by format and main
players 17
2.4. Google 19
2.5. Facebook 20
2.6. Yahoo! 21
2.7. Microsoft 22
2.8. Focus: search advertising partnerships between the giants 23
2.9. Twitter 24
2.10. Amazon and Apple 25
2.11. Player positioning in terms of open/closed and mobile focus 26
2.12. Wrap-up on the giants: Different approaches by the various
players 27
State of online advertising worldwide
3. Main trends in online advertising and personal data
use 28
3.1. The major trends overview 29
3.2. Technology trend: RTB 30
3.3. Technology trend: Re-targeting 31
3.4. RTB and re-targeting example: FBX (Facebook Exchange) 32
3.5. Business model trend: native ads 33
3.6. Business model trend: new data monetisation and exploitation
strategies 34
3.7. Business model trend: new data exploitation models by telcos 35
3.8. Business model trend: examples of other players with data to
exploit 36
3.9. Privacy trends: cookies 37
3.10. Privacy trends: The tussle over cookies and alternatives 38
3.11. Privacy trends: VRM 39
3.12. Privacy trends: Privacy paradox and usage 40

Tables and Figures

1. The advertising market in figures 5
- Global online advertising revenues and their share of total media advertising revenues, 2010-2018 6
- Global online advertising annual ARPU, 2010-2018 6
- Global online advertising revenues, by region, 2010-2018 7
- Global online advertising revenues of select APAC countries, 2010-2018
- Breakdown of global online advertising revenues, in terms of advertising formats (display, search, other), 2010-2018 8
- Share of search engine markets, global and in select countries, based on searches conducted, 2013 8
- Global mobile advertising revenues and their share of total online advertising revenues, 2010-2018 9
- Global online advertising annual ARPU, 2010-2018 9
- Global mobile advertising revenues, by region, 2010-2018 10
- Global mobile advertising revenues of select APAC countries, 2010-2018 10
- Global social networking advertising revenues and their share of total online advertising revenues, 2010-2018 11
- Global social networking advertising revenues, by region, 2010-2018 11
- Global OTT video advertising revenues and their share of total online advertising revenues, 2010-2018 12
- Global OTT video advertising revenues by region, 2010-2018 12
- Global RTB advertising revenues and their share of display advertising revenues, 2010-2018 13
- Global RTB advertising revenues by region, 2010-2018 13
2. The online advertising ecosystem 14
- The online display advertising ecosystem 15
State of online advertising worldwide
- Player shares of online advertising revenue in 2013 16
- Player shares of mobile advertising revenue in 2013 16
- Current market breakdown between search and display advertising; comparing fixed and mobile 18
- Evolution of Google advertising revenues, 2009-2013 19
- Evolution of Facebook advertising revenues, 2009-2013 20
- Evolution of Yahoo! advertising revenues, 2009-2013 21
- Division of search and display advertising revenue for Yahoo!, 2009-2013 21
- Evolution of Microsoft advertising revenues, 2009-2013 22
- Search advertising on Yahoo! Bing Network 23
- Evolution of Twitter advertising revenues, 2011-2013 24
3. Main trends in online advertising and personal data use 29
- RTB provides real time bidding benefits within an ad exchange 30
- The RTB technology process 30
- The retargeting technology process 31
- The technological process of FBX 32
- Example of RTB with FBX and other SSPs in action 32
- Native ads timeline 33
- Example of HarperCollins on Buzzfeed 33
- Examples of analyses by Verizon Precision Marketing Insights 35
- Heat map of places visited, based on location data 35
- Example of mandatory cookie opt-in on a Website 37
- Frequently used online services; comparison of their use and trust levels 40

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