DOCSLIB.ORG

IAB Internet Advertising Revenue Report 2018 Full Year Results

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
IAB Internet Advertising Revenue Report 2018 Full Year Results www.iab.com www.pwc.com/e&m IAB internet advertising revenue report 2018 full year results Prepared by PwC May 2019 Table of contents Background: Historical Social media: The IAB internet revenue mix: $29B of digital ad 1 advertising revenue 10 Second half 17 revenue attributable report is now in its revenues totaled to social 23rd year $57.9B Executive summary: Revenue Digital audio: Digital revenues concentration: Total digital audio 2 surpassed $100B for 11 Top 10 companies 18 ad revenues reach the first time command 75% of $2.3B the market Full year growth: Full year 2018 Revenues by Digital revenues results: Digital video pricing model: Ad 3 totaled $107.5B in 12 shows the largest 19 revenues continue FY 2018 growth among all to be attributable to formats CPM pricing model Key growth drivers: Q4 2018 results: Historical pricing Social, commerce, Video expands share model trends: 4 GDPR/CCPA, 13 of overall revenues to 20 Performance- programmatic, and new 16% based pricing is still ad technology highlight the friendliest for this year’s growth drivers advertisers Quarterly growth: Historical trends Ad market share Revenues grew (desktop vs. mobile): by media: Internet 7 19.8% between Q4 14 65.1% of all revenues 21 advertising still leads 2017 and Q4 2018 are now attributed to the way mobile Desktop vs mobile: Formats (desktop Historical Mobile commands and mobile): advertising 8 65.1% of total digital 15 Mobile digital video 22 market share: Only ad revenues revenue grows internet ad revenue 65.2% experienced double digit growth Historical quarterly Digital video revenue trends: (desktop vs. mobile): 9 Q4 2018 revenues 16 Mobile digital video reach $31.4b revenue hit $10.2b Background About the IAB internet advertising revenue report Commissioned by the IAB and conducted by PricewaterhouseCoopers LLP on an ongoing basis, with results released quarterly, the “IAB internet advertising revenue report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report utilizes data and information reported directly to PwC from companies selling advertising on the internet as well as publicly available corporate data. The results reported are considered to be a reasonable measurement of internet/online/mobile advertising revenues because much of the data is compiled directly from information supplied by companies selling advertising online. The report includes data reflecting desktop and mobile online advertising revenues from websites, commercial online services, ad networks and exchanges, mobile devices, and email providers, as well as other companies selling online advertising. The report is conducted independently by PwC on behalf of the IAB. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information. Only aggregate results are published and individual company information is held in strict confidence with PwC. Further details regarding scope and methodology are provided in the appendix to this report. PwC | IAB internet advertising revenue report | 1 Executive summary Digital revenues for full Advertising revenues from year 2018 surpassed $100 digital video totaled $16.3 billion billion for the first time for FY 2018, up 37% from the prior year. Revenues from Internet advertising revenues in digital video now make up more the United States totaled $107.5 than 15% of total revenues. billion for the full year (“FY”) of 2018, with Q4 2018 accounting for approximately $31.4 billion and Q3 2018 accounting for approximately $26.6 billion. Revenues for FY 2018 increased 21.8% over FY 2017. Surpassing $100 billion in annual revenue is a watershed Quarter over quarter moment for the digital advertising ecosystem—one built digital revenues increase on its power to build direct relationships between brands 18.1% for Q4 2018 “and today’s consumers. Innovative platforms like over-the- Advertising revenues delivered top television, podcasts, virtual reality, and augmented on mobile devices totaled $69.9 reality all have the potential to help marketers forge even billion in FY 2018, a 39.7% stronger ties with audiences, as brands navigate the new increase from the prior FY ‘consumer first’ playing field.” 2017 revenues of $50.1 billion. Advertising delivered on a mobile | Randall Rothenberg, President and CEO, IAB device now makes up 65.1% of total internet advertising revenues. Year after year, brands have been increasing their commitment to digital as a primary channel to reach consumers. The analysis in this report highlights important drivers and trends that “could influence interactive’s trajectory in the years to come, as marketers look to new formats and technologies to help them connect with consumers.” | David Silverman, Partner, PwC PwC | IAB internet advertising revenue report | 2 2018 revenues show continuing strong growth Digital revenues totaled $107.5B in FY 2018 Revenues for FY 2018 totaled $107.5 billion, $19.2 billion (21.8%) higher than in FY 2017. FY 2017 vs. FY 2018 revenue ($ billions) 21.8% YoY growth $107.5 $88.3* FY FY 2017 2018 * Restated due to inclusion of podcast revenue Source:($ millions) IAB/PwC Internet AdQ1 Revenue2017 Q2Report, 2017 FY Q32018 2017 Q4 2017 As originally reported $19,352 $20,786 $21,764 $26,106 As revised $19,404 $20,847 $21,832 $26,183 Source: IAB/PwC Internet Ad Revenue Report, FY 2018 PwC | IAB internet advertising revenue report | 3 Key growth drivers The Battle for Market natural strengths and cast a wider The Resurgence Supremacy net of user impressions through of eCommerce simple inventory expansion At this point, disruption in the and increased addressability. Digital ad revenue stemming United States digital advertising As consumers shift away from from eCommerce, including the industry is the operational normal. traditional media, digital leads the emergence of the direct brand Since the industry’s founding two way in regaining their attention, first economy, has been a key driver of decades ago new entrants and from desktop to mobile devices recent growth. Players continue realignments of leading players and more recently to connected to add features, making it easier have brought significant power TV, audio devices, and digital out for advertisers to target audiences shifts with disruptive change, and, of home, the steady stream of ready to buy and convert searches in recent years, a handful of leading eyeballs (and ears) continue to drive into purchases. Combining the use companies generating much of growth across the space. of data in new and innovative ways the growth. Digital ad giants are with continuing advancements able to gain such strength by In more mature market segments, in AI, publishers and advertisers advancing capabilities and control the fight over the existing eyeballs alike are able to extrapolate over the end-to-end purchase is heating up. Large players that lucrative insights across the lifecycle, leveraging data, Artificial service both their own properties complete consumer journey and intelligence (AI) and e-commerce. as well as offering sophisticated create a unique opportunity for ad platforms that serve the “open” advertisers: ad targeting according Smaller players across the industry internet continue to put pressure on to anticipated purchase intent. are also making moves to boost stand alone publishers and smaller their ad revenues by forming ad networks and platforms. strategic partnerships to leverage PwC | IAB internet advertising revenue report | 4 Key growth drivers, continued Companies are capitalizing on engagement, the stories format and the soon-to-be-enforced their trove of consumer data, presents a potential antidote to CCPA, which both arose out of including purchasing and browsing the issue of capturing consumer increased curiosity and worry history, enabling advertisers to attention. by consumers about how their programmatically reach audiences online data is being shared and As a result, advertisers (a in more effectve ways. Shoppable monetized, are impacting many group that now includes social ads combining product photos US companies and this impact will influencers) are rushing to push-out with one-to-one targeting as likely grow. ads in a vertical video format in an well as sophisticated search effort to turn consumer interaction While still in its nascency, capabilities within an ecommerce into actual conversions. Yet, given GDPR is precipitating a greater platform are turning clicks into the substantial resources required chasm in the balance of power veritable conversions. to create ads in the vertical video between smaller and larger eCommerce is no longer format and to continuously create players. With their abundance constrained to digital stores; social the dynamic and engaging content of resources, larger players are stories serve as a conduit for, and needed for stories, it will be up in an advantageous position to driving force behind, ‘direct-to- to social media companies to continue their growth momentum consumer’ (DTC) retail. Large and convince advertisers of the efficacy and invest in compliance. Smaller small advertisers alike are able to of the story ad platform in order to players in the space may have deliver engaging content in new continue to grow the medium. more difficulty in setting up and innovative ways. regulatory guardrails, with some While the presence of social going as far as blocking European media is still growing, recent visitors, limiting traffic and Storytelling Catches Fire regulatory pressure, from the valuable impression opportunities passing of GDPR and other Led by social media, brand as they work on finding solutions looming regulations, is leading storytelling is a growing trend towards compliance. across platforms. Social media, is social media sites (and others) continuing to disrupt the industry to rethink their strategies as As can be expected, and is providing advertisers new they grapple to balance revenue complementing the regulatory and unique ways to engage with growth and compliance. Pressure roll-out, there is an uptick in fines consumers, including through is also coming from concerned related to non-compliance.
Load more

Recommended publications
  • Google Ad Tech
    Yaletap University Thurman Arnold Project Digital Platform Theories of Harm Paper Series: 4 Report on Google’s Conduct in Advertising Technology May 2020 Lissa Kryska Patrick Monaghan I. Introduction Traditional advertisements appear in newspapers and magazines, on television and the radio, and on daily commutes through highway billboards and public transportation signage. Digital ads, while similar, are powerful because they are tailored to suit individual interests and go with us everywhere: the bookshelf you thought about buying two days ago can follow you through your favorite newspaper, social media feed, and your cousin’s recipe blog. Digital ads also display in internet search results, email inboxes, and video content, making them truly ubiquitous. Just as with a full-page magazine ad, publishers rely on the revenues generated by selling this ad space, and the advertiser relies on a portion of prospective customers clicking through to finally buy that bookshelf. Like any market, digital advertising requires the matching of buyers (advertisers) and sellers (publishers), and the intermediaries facilitating such matches have more to gain every year: A PwC report estimated that revenues for internet advertising totaled $57.9 billion for 2019 Q1 and Q2, up 17% over the same half-year period in 2018.1 Google is the dominant player among these intermediaries, estimated to have netted 73% of US search ad spending2 and 37% of total US digital ad spending3 in 2019. Such market concentration prompts reasonable questions about whether customers are losing out on some combination of price, quality, and innovation. This report will review the significant 1 PricewaterhouseCoopers for IAB (October 2019), Internet Advertising Revenue Report: 2019 First Six Months Results, p.2.
    [Show full text]
  • EG Presentation
    The Largest Gaming Media Platform in North America Investor Presentation October 2020 TSX: EGLX OTC: ENGMF FSE: 2AV Disclaimer CAUTIONARY STATEMENTS This presentation is for information purposes only and does not constitute an offer to sell or a solicitation of an offer to buy securities. The information contained herein has been prepared for the purpose of providing interested parties with general information to assist them in their evaluation of Enthusiast Gaming Holdings Inc. (“Enthusiast Gaming”) and this presentation should not be used for any other purpose. Under no circumstances may the contents of this presentation be reproduced, in whole or in part, in any form or forwarded or further redistributed to any other person. Any forwarding, distribution or reproduction of this document in whole or in part is unauthorized. By accepting and reviewing this document, you acknowledge and agree (i) to maintain the confidentiality of this document and the information contained herein, and (ii) to protect such information in the same manner you protect your own confidential information, which shall be at least a reasonable standard of care. Enthusiast Gaming has not authorized anyone to provide additional or different information. In this presentation all amounts are in Canadian dollars unless stated otherwise. The delivery of this presentation, at any time, will not imply that the information contained herein is correct as of any time subsequent to the date set forth on the cover page hereof or the date at which such information is expressed to be stated, as applicable, and, except as may be required by applicable law, Enthusiast Gaming is under no obligation to update any of the information contained herein (including forward looking statements and forward looking information) or to inform the recipient of any matters of which it becomes aware that may affect any matter referred to in this presentation (including, but not limited to, any error or omission which may become apparent after this presentation has been prepared).
    [Show full text]
  • Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions
    Marketing Science Institute Special Report 07-206 Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions Venkatesh Shankar and Marie Hollinger © 2007 Venkatesh Shankar and Marie Hollinger MSI special reports are in draft form and are distributed online only for the benefit of MSI corporate and academic members. Reports are not to be reproduced or published, in any form or by any means, electronic or mechanical, without written permission. Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions Venkatesh Shankar Marie Hollinger* September 2007 * Venkatesh Shankar is Professor and Coleman Chair in Marketing and Director of the Marketing PhD. Program at the Mays Business School, Texas A&M University, College Station, TX 77843. Marie Hollinger is with USAA, San Antonio. The authors thank David Hobbs for assistance with data collection and article preparation. They also thank the MSI review team and Thomas Dotzel for helpful comments. Please address all correspondence to [email protected]. Online and Mobile Advertising: Current Scenario, Emerging Trends and Future Directions, Copyright © 2007 Venkatesh Shankar and Marie Hollinger. All rights reserved. Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions Abstract Online advertising expenditures are growing rapidly and are expected to reach $37 billion in the U.S. by 2011. Mobile advertising or advertising delivered through mobile devices or media is also growing substantially. Advertisers need to better understand the different forms, formats, and media associated with online and mobile advertising, how such advertising influences consumer behavior, the different pricing models for such advertising, and how to formulate a strategy for effectively allocating their marketing dollars to different online advertising forms, formats and media.
    [Show full text]
  • Economics References Committee
    The Senate Economics References Committee Corporate tax avoidance Part III Much heat, little light so far May 2018 © Commonwealth of Australia 2018 ISBN 978-1-76010-772-7 This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Australia License. The details of this licence are available on the Creative Commons website: http://creativecommons.org/licenses/by-nc-nd/3.0/au/ Printed by the Senate Printing Unit, Parliament House, Canberra. ii Senate Economics References Committee Members in the 45th Parliament Senator Chris Ketter (Chair) Queensland, ALP Senator Jane Hume (Deputy Chair) Victoria, LP Senator Cory Bernardi South Australia, IND (to 12 September 2016 and from 5 December 2016 to 15 February 2017) Senator Sam Dastyari (to 5 February 2018) New South Wales, ALP Senator the Hon Kristina Keneally (from 15 February 2018) New South Wales, ALP Senator the Hon Ian Macdonald Queensland, LP (from 12 September 2016 to 5 December 2017 and from 15 February 2017 to 22 March 2018) Senator Jenny McAllister New South Wales, ALP Senator Amanda Stoker (from 22 March 2018) Queensland, LP Senator Peter Whish-Wilson (from 14 November 2017) Tasmania, AG Senator Nick Xenophon (to 31 October 2017) South Australia, NXT Senators participating in this inquiry in the 45th Parliament Senator the Hon Doug Cameron New South Wales, ALP Senator Kimberley Kitching Victoria, ALP Senator Gavin Marshall Victoria, ALP Senator Glenn Sterle Western Australia, ALP Senator Dean Smith Western Australia, LP Members in the 44th Parliament Senator Chris Ketter (Chair from 22 October 2015) Queensland, ALP Senator Sean Edwards (Deputy Chair) South Australia, LP Senator Matthew Canavan (to 23 February 2016) Queensland, NATS Senator Sam Dastyari (Chair until 22 October 2015) New South Wales, ALP Senator the Hon.
    [Show full text]
  • Activating Parents' Persuasion Knowledge in Children's Advergames
    University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Doctoral Dissertations Graduate School 8-2013 Activating Parents’ Persuasion Knowledge in Children’s Advergames: Testing the Effects of Advertising Disclosures and Cognitive Load Nathaniel Joseph Evans University of Tennessee - Knoxville, [email protected] Follow this and additional works at: https://trace.tennessee.edu/utk_graddiss Part of the Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Mass Communication Commons, Other Psychology Commons, and the Public Relations and Advertising Commons Recommended Citation Evans, Nathaniel Joseph, "Activating Parents’ Persuasion Knowledge in Children’s Advergames: Testing the Effects of Advertising Disclosures and Cognitive Load. " PhD diss., University of Tennessee, 2013. https://trace.tennessee.edu/utk_graddiss/2421 This Dissertation is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Doctoral Dissertations by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a dissertation written by Nathaniel Joseph Evans entitled "Activating Parents’ Persuasion Knowledge in Children’s Advergames: Testing the Effects of Advertising Disclosures and Cognitive Load." I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy, with a major in Communication and Information. Mariea Grubbs Hoy, Major Professor We have read this dissertation and recommend its acceptance: Eric Haley, Suzzie Allard, Chad Autry Accepted for the Council: Carolyn R.
    [Show full text]
  • Why Google Dominates Advertising Markets Competition Policy Should Lean on the Principles of Financial Market Regulation
    Why Google Dominates Advertising Markets Competition Policy Should Lean on the Principles of Financial Market Regulation Dina Srinivasan* * Since leaving the industry, and authoring The Antitrust Case Against Face- book, I continue to research and write about the high-tech industry and competition, now as a fellow with Yale University’s antitrust initiative, the Thurman Arnold Pro- ject. Separately, I have advised and consulted on antitrust matters, including for news publishers whose interests are in conflict with Google’s. This Article is not squarely about antitrust, though it is about Google’s conduct in advertising markets, and the idea for writing a piece like this first germinated in 2014. At that time, Wall Street was up in arms about a book called FLASH BOYS by Wall Street chronicler Michael Lewis about speed, data, and alleged manipulation in financial markets. The controversy put high speed trading in the news, giving many of us in advertising pause to appre- ciate the parallels between our market and trading in financial markets. Since then, I have noted how problems related to speed and data can distort competition in other electronic trading markets, how lawmakers have monitored these markets for con- duct they frown upon in equities trading, but how advertising has largely remained off the same radar. This Article elaborates on these observations and curiosities. I am indebted to and thank the many journalists that painstakingly reported on industry conduct, the researchers and scholars whose work I cite, Fiona Scott Morton and Aus- tin Frerick at the Thurman Arnold Project for academic support, as well as Tom Fer- guson and the Institute for New Economic Thinking for helping to fund the research this project entailed.
    [Show full text]
  • Youtube Marketing: Legality of Sponsorship and Endorsement in Advertising Katrina Wu, University of San Diego
    From the SelectedWorks of Katrina Wu Spring 2016 YouTube Marketing: Legality of Sponsorship and Endorsement in Advertising Katrina Wu, University of San Diego Available at: http://works.bepress.com/katrina_wu/2/ YOUTUBE MARKETING: LEGALITY OF SPONSORSHIP AND ENDORSEMENTS IN ADVERTISING Katrina Wua1 Abstract YouTube endorsement marketing, sometimes referred to as native advertising, is a form of marketing where advertisements are seamlessly incorporated into the video content unlike traditional commercials. This paper categorizes YouTube endorsement marketing into three forms: (1) direct sponsorship where the content creator partners with the sponsor to create videos, (2) affiliated links where the content creator gets a commission resulting from purchases attributable to the content creator, and (3) free product sampling where products are sent to content creators for free to be featured in a video. Examples in each of the three forms of YouTube marketing can be observed across virtually all genres of video, such as beauty/fashion, gaming, culinary, and comedy. There are four major stakeholder interests at play—the YouTube content creators, viewers, YouTube, and the companies—and a close examination upon the interplay of these interests supports this paper’s argument that YouTube marketing is trending and effective but urgently needs transparency. The effectiveness of YouTube marketing is demonstrated through a hypothetical example in the paper involving a cosmetics company providing free product sampling for a YouTube content creator. Calculations in the hypothetical example show impressive return on investment for such marketing maneuver. Companies and YouTube content creators are subject to disclosure requirements under Federal law if the content is an endorsement as defined by the Federal Trade Commission (“FTC”).
    [Show full text]
  • Youtube Money: the Mpi Act of Brand Management on Online Video Companies Samantha Perry Rollins College, [email protected]
    Rollins College Rollins Scholarship Online Honors Program Theses Spring 2016 YouTube Money: The mpI act of Brand Management on Online Video Companies Samantha Perry Rollins College, [email protected] Follow this and additional works at: http://scholarship.rollins.edu/honors Part of the Business Administration, Management, and Operations Commons, E-Commerce Commons, and the Entrepreneurial and Small Business Operations Commons Recommended Citation Perry, Samantha, "YouTube Money: The mpI act of Brand Management on Online Video Companies" (2016). Honors Program Theses. Paper 32. This Open Access is brought to you for free and open access by Rollins Scholarship Online. It has been accepted for inclusion in Honors Program Theses by an authorized administrator of Rollins Scholarship Online. For more information, please contact [email protected]. YouTube Money: The Impact of Brand Management on Online Video Companies Samantha Perry ___________________ ___________________ A Senior Honors Thesis Presented to the Faculty of the Department of International Business and Honors Degree Program In Partial Fulfillment of the Requirements for the Degree Artium Baccalaureus Honoris ____________________ April 2016 Faculty Sponsor: Emmanuel Kodzi ____________________ Rollins College Winter Park, FL ii Abstract Many YouTube channels today operate not only as miniature media outlets, but as fully functional media companies operating independently through advertising revenue. The top creators of content on YouTube bring in millions of dollars of revenue each year. This thesis seeks to answer the question of how content creators can harness the power of brand management strategy in order to maximize revenue and grow their audiences over time. I overview current trends among content creators industry-wide, and then focus on a group of channels to analyze their brand management habits on- and off-line.
    [Show full text]
  • Influence of Adblockers on the Future of Mobile Advertising Industry
    Saimaa University of Applied Sciences Faculty of Business Administration International Business Management Master of Business Administration Elena Rudneva Influence of Adblockers on the Future of Mobile Advertising Industry Thesis 2017 Abstract Elena Rudneva Influence of Adblockers on the Future of Mobile Advertising Industry, 107 pages, 2 appendices Saimaa University of Applied Sciences Faculty of Business Administration International Business Management Master of Business Administration Thesis 2017 Instructor: Ms. Minna Ikävalko, principal lecturer, Saimaa University of Applied Sciences The purpose of this thesis is to analyze the impact adblockers have on mobile advertising industry. The thesis aims at (1) examining mobile marketers’ willing- ness to react in response of adblock expansion, (2) finding ways for mobile mar- ket players to avoid negative effect of adblokers, and (3) forecasting the future of mobile advertising industry. To get deeper understanding of current situation of mobile advertising, several studies on mobile marketing and advertising avoidance were analyzed. Adblock phenomenon, its origins and consequences were analyzed. In order to reach research objectives quantitative method was used. Author cre- ated two separate questionnaires. First was sent to publishers and second to mobile advertisers. The conclusion of the study is that both publishers and advertisers feel adblock- ers’ presence on their performance and revenue. Nevertheless, marketers are eager to take measures confronting adblock. The future of mobile
    [Show full text]
  • The Impact of the Internet and Digitalization on the European
    April 2017 The impact of the internet and digitalization on the European creative sector by Oliver & Ohlbaum Associates Ltd and Analysys Mason About Oliver & Ohlbaum Oliver & Ohlbaum (O&O) is one of Europe’s leading independent policy and strategy advisors to the media and entertainment industry, where it has unrivalled knowledge and expertise. O&O’s clients include leaders in digital media, digital streaming services and several European television stations. About Analysys Mason Analysys Mason is an international consultancy renowned for its expertise, independence and rigour in the telecoms, media and technology sectors. Its portfolio includes multiple projects on the long-term evolution of TV distribution platforms and work for regulators on the use of data in the media and online publishing sectors. This report was written by Oliver & Ohlbaum Associates Ltd and Analysys Mason, and was commissioned and funded by Google. The opinions stated therein are those of the authors. Every effort has been made to trace copyright holders and obtain permission for the use of such material in this report. The authors apologise for any errors or omissions, and ask that they be notified of any corrections. THE IMPACT OF THE INTERNET ON THE CREATIVE SECTOR Contents Glossary 4 Key facts 6 Summary 7 1 Introduction 13 1.1 Background 13 1.2 Scope 13 1.3 Methodology 14 2 The creative industries 17 2.1 Our definition of the creative industries 17 2.1.1 Four core creative industries and cultural institutions 17 2.1.2 Our definition depends on available data
    [Show full text]
  • Competition in Digital Advertising Markets
    Competition in Digital Advertising Markets 1 Competition in digital advertising markets COMPETITION IN DIGITAL ADVERTISING MARKETS © OECD 2020 2 Please cite this publication as: OECD (2020), Competition in digital advertising markets, http://www.oecd.org/daf/competition/competition-in-digital-advertising-markets-2020.pdf This work is published under the responsibility of the Secretary-General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of the OECD or of the governments of its member countries or those of the European Union. This document and any map included herein are without prejudice to the status or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city, or area. © OECD 2020 COMPETITION IN DIGITAL ADVERTISING MARKETS © OECD 2020 3 Foreword Digital advertising is now the leading form of advertising in most, if not all, OECD countries, and offers businesses the ability to reach individual consumers in ways that could only have been imagined previously. Increased Internet coverage and mobile phone penetration has fundamentally changed the ability of advertisers to reach a broad range of consumers at almost any time of the day and in any context through digital advertising. In addition, developments in artificial intelligence (AI) and machine learning, coupled with the stores of personal data available online, have allowed for cost-effective targeted advertising at scale. Such advertising is traded electronically in real time across a complex supply chain involving numerous actors. Digital advertising is increasingly the business model of choice in the digital economy, with many businesses providing zero-priced services in exchange for access to consumer data to fuel the sale of targeted digital advertising.
    [Show full text]
  • Digital Government Transformation Commissioned by Adobe
    Digital government transformation Commissioned by Adobe 2015 General use restriction This report is prepared solely for Adobe Systems Pty Limited. This report is not intended to and should not be used or relied upon by anyone else and we accept no duty of care to any other person or entity. The report has been prepared for the purpose of analysing the economic benefits of digitising customer transaction services in government. You should not refer to or use our name or the advice for any other purpose. Contents Executive summary 1 Transaction services 1 Government benefits 1 Benefits to citizens 2 Costs and net present value 2 Current challenges and barriers to change 2 Introduction 5 Rationale and scope of report 7 What are government transaction services? 8 Framework for analysis and report structure 10 Australian economy and trends in digital government 11 Digital transformation in government 12 Economic and fiscal context of Australia 14 Current digital developments in government 16 The future of digital transformation in government 19 Government benefits 21 Benefits to citizens 35 Travel and waiting time savings 37 Out of pocket transport and postage costs 38 Collaboration, engagement, satisfaction, transparency and trust 40 High quality digital experiences 42 Overall costs 47 Transactions in local government 51 Current barriers to change and policy recommendations 54 Methodology 61 Net present value 61 Appendix A : Cost calculations 62 Appendix B: ANZSCO Job Duties 65 References 67 1 Digital government transformation Executive summary Adobe engaged Deloitte Access Economics to study Along with the direct costs of digital transformation, the economic benefits of digitising customer transaction we recognise other impediments, including various services for Australian federal and state government policy, security and process barriers and difficulties departments.
    [Show full text]