全球程序化广告行业市场前景及投资研究报告-培训课件外文版2024.5游戏内置广告

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TRENDSProgrammaticadvertisingworldwideCHAPTER

01OverviewGlobalprogrammaticadvertisingspendingfrom2017to2026(inbillionU.S.dollars)Programmaticadspendworldwide2017-2026800700600500400300724.84673.1616.85557.56493.16418.38329.27286.57242.872018187.83201720010002019202020212022*2023*2024*2025*2026*4Description:Accordingtothelatestestimates,programmaticallysoldadvertisingwasworth418billionU.S.dollarsin2021.Thisfigureisexpectedtoreach725billionby2026.ReadmoreNote(s):Worldwide;2017to2021;*Forecast.ReadmoreSource(s):Changeinprogrammaticadvertisingspendingworldwidefrom2018to2026Programmaticadspendgrowthworldwide2018-202635%29%30%25%20%15%10%5%28%18%18%15%13%11%9%7%0%20182019202020212022*2023*2024*2025*2026*5Description:In2021,globalprogrammaticadvertisingspendinggrewby28percentonthefiguresreportedfor2020.Indollarvalues,itwouldsignifyanincreasefrom329to418billionU.S.dollars.

ReadmoreNote(s):Worldwide;2017to2021;*Forecast.ReadmoreSource(s):Distributionofdigitaladvertisingspendingworldwidefrom2017to2026,bypurchasemethodDigitaladspendworldwide2017-2026,bypurchasemethodProgrammaticNon-programmatic16%18%100%14%14%13%15%90%80%70%60%50%40%30%20%10%0%20%19%22%24%85%86%86%87%84%80%81%82%78%76%20172018201920202021202220232024202520266Description:In2022,adsboughtprogrammaticallywereexpectedtoaccountfor84percentoftheglobaldigitaladvertisingspending.Theshareisforecasttoincreaseto87percentby2026.

ReadmoreNote(s):WorldwideSource(s):DigitalMarketInsightsChangeinprogrammaticadvertisingspendingin2ndquarter2023,bycategoryChangeinprogrammaticadspendworldwideQ22023,bycategoryChangevs.Q2202230%-10%Pets0%10%20%40%50%60%70%80%90%81%Family&parentingFood&drink41%31%Home&gardenAutomotive23%22%21%BusinessSportsTravel17%17%Realestate11%Health&fitnessArts&entertainmentTechnology&computingPersonalfinance6%5%4%3%7Description:Inthesecondquarterof2023,digitalprogrammaticadvertisingspendingonpets-relatedproductsandservicesworldwideincreasedby81percentcomparedtothevaluesreportedinthesecondquarterof2022.Thiswasthefastest-growingadvertisercategoryinthatperiod.ReadmoreNote(s):Worldwide;Q22023Source(s):PubMaticShareofmade-for-advertising(MFA)sitesintheopeninternetprogrammaticadvertisingspendingandimpressionsworldwidebetweenSeptember2022andJanuary2023ShareofMFAsitesinprogrammaticmarketworldwide202325%21%20%15%15%10%5%0%ImpressionsSpending8Description:Astudycarriedoutamong21membercompaniesoftheU.S.AssociationofNationalAdvertisersbetweenSeptember2022toJanuary2023showedthatmade-for-advertising(MFA)sitesacountedfor15percentoftheopeninternetprogrammaticadvertisingspendingand21percentoftheadimpressions.MFAsitescanbecharacterizedaspropertieswithcontentoflowquality,oftenautomaticallygenerated,andwithverylowuserexperience.Advertisersareoftenunawarethattheirad[...]

ReadmoreNote(s):Worldwide,UnitedStates;September2022toJanuary2023;among21membercompaniesoftheU.S.AssociationofNationalAdvertisersSource(s):ANAProgrammaticadvertisingrevenueofmisinformationpublishingsitesintheUnitedStatesandworldwidein2021(inbillionU.S.dollars)Advertisingrevenueofmisinformationpublishersworldwide2021TotalprogrammaticadvertisingspendingProgrammaticadrevenueofmisinformationpublishingsites1801601401201008015596.896040202.61.620WorldwideUnitedStates9Description:Itwasestimatedthat,in2021,websitesthatrepeatedlypublishedfakenewsgenerated2.6billionU.S.inadvertisingrevenueworldwide.IntheUnitedStatesonly,thefigurestoodat1.62billionU.S.dollars.Therevenuecomesfromprogrammaticadvertising,whosebuyingisanautomatizedprocess,andadvertisershavelittleinfluenceonwhereandaroundwhatkindofcontenttheiradsareplaced.ReadmoreNote(s):Worldwide,UnitedStates;asofJanuary2021;estimateSource(s):comScore;eMarketer;NewsGuardAdvertisingrevenuegeneratedbypiratedigitalmediabetweenJune2020andMay2021,byplatform(inmillionU.S.dollars)Adrevenueofpiratedigitalmediaworldwide2020-2021,byplatform1,6001,4001,2001,342.611,083.831,0008006004002000258.78AppsWebsitesTotal10Description:BetweenJune2020andMay2021,pirateonlinemediageneratedanestimated1.34billionU.S.dollarsinadvertisingrevenue.Approximately20percentofthetotalcamefromin-appadvertising,whiletheremaining80percentcamefromadsdisplayedonpiratewebsites.ReadmoreNote(s):Worldwide;June2020toMay2021Source(s):DigitalCitizenAlliance;WhiteBulletCHAPTER

02RegionaldataShareofprogrammaticindigitaladvertisingspendingworldwidein2022,byregionProgrammaticshareofdigitaladspendworldwide2022,byregionShare40%0%10%20%30%50%60%70%80%90%Australia&OceaniaNorthAmericaEurope82.75%81.24%80.41%78.84%77.23%74.71%72.83%72.04%AsiaSouthAmericaAfricaCaribbeanCentralAmerica12Description:Theindicator'AdSpendingShare(Non-)Programmatic'rankinginthe'Programmatic'segmentofthedigitaladvertisingmarketisleadbyAustralia&Oceaniawith82.75percent,whileNorthAmericaisfollowingwith81.24percent.Incontrast,CentralAmericaisatthebottomoftherankingwith72.04percent,showingadifferenceof10.71percentagepointstoAustralia&Oceania.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsProgrammaticadvertisingspendingworldwidein2021,byregion(inbillionU.S.dollars)Programmaticadspendworldwide2021,byregion200179.218016014012010080147.4973.886040209.156.552.10NorthAmericaAsiaEuropeAustralia&OceaniaSouth&CentralAmerica*Africa13Description:Programmaticallysoldadvertisingwasworth418billionU.S.dollarsin2021.NorthAmericaandAsiawerethelargestprogrammaticregions,withspendingsof179billionand147billiondollars,respectively.Thesetworegionstogetheraccountedformorethanthreequartersoftheentireglobalmarket.ReadmoreNote(s):Worldwide;2021;*IncludestheCaribbean.ReadmoreSource(s):Distributionofprogrammaticadvertisingspendingworldwidein2021,byregionDistributionofprogrammaticadspendworldwide2021,byregion45%42.3%40%35%30%25%20%15%10%5%35%18%2.2%2%0.5%0%U.S.&CanadaAsiaEuropeAustralia&OceaniaLatinAmericaAfrica14Description:In2021,theUnitedStatesandCanadaaccountedfor42percentofthetotalglobalprogrammaticadvertisingspending.Theexpenditurestoodat418billionU.S.dollarsthatyear.ReadmoreNote(s):2021Source(s):Compoundannualgrowthrate(CAGR)ofprogrammaticadvertisingspendingworldwidefrom2018to2026,byregionProgrammaticadspendCAGRworldwide2018-2026,byregion2018-20212022-2026*25%20%15%10%5%21%21%17%14%10%8%8%8%8%7%0%EuropeAPACNorthAmericaAfricaLatinAmerica15Description:Between2018and2021,programmaticadvertisingspendinginEuropeincreasedatagrowthrateof21percentannually.ThesourceprojectedthattheexpenditurewouldincreaseataCAGRofeightpercentbetween2022and2026.

ReadmoreNote(s):Worldwide;2017to2021;*Forecast.ReadmoreSource(s):CHAPTER

03LeadingmarketsFastest-growingprogrammaticmarketsworldwidein2022Leadingprogrammaticmarketsworldwide2022,bygrowthrateAnnualgrowthrate05101520253035404045SeychellesZimbabweBrazil3926Chad24RepublicoftheCongoLithuaniaThailand23232222NigeriaCzechia21212121SlovakiaMexicoChile17Description:TheSeychelleswasestimatedtobethefastest-growingprogrammaticmarketworldwidein2022,withanannualgrowthrateofmorethan40percent.ZimbabweandBrazilfollowed,withgrowthratesof39and26percent,respectively.

ReadmoreNote(s):Worldwide;March2022;forecastSource(s):Leadingprogrammaticadvertisingmarketsworldwidein2021,byspending(inbillionU.S.dollars)Largestprogrammaticmarketsworldwide2021SpendinginbillionU.S.dollars80

1000204060120140160180UnitedStatesChina167.1109.48UnitedKingdomJapan24.0116.55GermanyCanada10.519.49AustraliaFranceSouthKoreaItaly8.087.896.363.96BrazilRussia3.753.5Spain3.4NetherlandsMexico2.972.6118Description:In2021,theUnitedStateswasthelargestprogrammaticadvertisingmarketworldwide,withaspendingestimatedat167billionU.S.dollars,followedbyChinaandtheUnitedKingdom,with109.5billionand24billion,respectively.ReadmoreNote(s):Worldwide;2021Source(s):LeadingprogrammaticadvertisingmarketsinAfricain2021,byspending(inmillionU.S.dollars)LargestprogrammaticmarketsinAfrica2021SpendinginmillionU.S.dollars3000100200400500600EgyptSouthAfricaMoroccoNigeria557.57394.6247.76132.47Algeria93.38IvoryCoastTunisia61.6159.49Kenya51.4CameroonUganda43.1639.7919Description:TheAfricancountrywiththehighestspendingonprogrammaticadvertisingin2021wasEgypt,withanexpenditureof557.57millionU.S.dollars.SouthAfricaandMoroccofollowed,with395millionand248milliondollars,respectively.ReadmoreNote(s):Africa;2021Source(s):LeadingprogrammaticadvertisingmarketsinAsia-Pacificin2021,byspending(inbillionU.S.dollars)LargestprogrammaticmarketsinAsia-Pacific2021SpendinginbillionU.S.dollars600204080100120ChinaJapan109.4816.55Australia8.086.36SouthKoreaIndia2.211.751.091.050.890.86IndonesiaThailandNewZealandPhilippinesSingapore20/statistics/1310941/programmatic-ad-spend-apacThecountryintheAsiaPacificregionwiththehighestspendingonprogrammaticadvertisingin2021wasChina,withanexpenditureof109.49billionU.S.dollars.JapanandAustraliafollowed,with16.55billionand8.08billiondollars,respectively.ReadmoreNote(s):APAC;2021Source(s):LeadingprogrammaticadvertisingmarketsinEuropein2021,byspending(inbillionU.S.dollars)LargestprogrammaticmarketsinEurope2021SpendinginbillionU.S.dollars150510202530UnitedKingdomGermanyFrance24.0110.517.89Italy3.963.53.42.972.582.55RussiaSpainNetherlandsSwedenSwitzerlandNorway1.321Description:TheEuropeancountrywiththehighestspendingonprogrammaticadvertisingin2021wastheUnitedKingdom,withanexpenditureof24billionU.S.dollars.Germanywasrankedsecond,withanestimatedspendingof10.5billionU.S.dollars.ReadmoreNote(s):Europe;2021Source(s):ProgrammaticadvertisingspendinginNorthAmericain2021,bycountry(inbillionU.S.dollars)ProgrammaticadspendinNorthAmerica2021,bycountry180167.1160140120100806040209.492.610UnitedStatesCanadaMexico22Description:In2021,programmaticadvertisingspendinginNorthAmericastoodat179billionU.S.dollars.TheUnitedStatesaccountedfor167billionU.S.dollarsofthetotal,Canadafor9.5billion,andMexicofor2.61billion.ReadmoreNote(s):Canada,Mexico,UnitedStates;2021Source(s):LeadingprogrammaticadvertisingmarketsinLatinAmericain2021,byspending(inmillionU.S.dollars)LargestprogrammaticmarketsinLatinAmerica2021SpendinginmillionU.S.dollars1,500

2,00005001,0002,5003,0003,5004,0003,751.9BrazilMexico2,610.15Colombia439.34435.32428.72ChileArgentinaDominicanRepublicEcuador184.13160.63CostaRicaPanama122.9100.4292.36Guatemala23Description:TheLatinAmericancountrywiththehighestspendingonprogrammaticadvertisingin2021wasBrazil,withanexpenditureof3.75billionU.S.dollars.MexicoandColombiafollowed,with2.61billionand439.3milliondollars,respectively.ReadmoreNote(s):LAC;2021Source(s):CHAPTER

04PlayersMarketshareoftheleadingmarketingautomationsolutionprovidersworldwideasofDecember2022Marketingautomationsolutionsmarketshareworldwide202245%38.64%40%35%30%25%20%15%10%5%34.55%7.99%7.33%6.24%5.25%0%HubspotActiveCampaignAdobeExperienceCloud

OracleMarketingCloudWelcomeOther25Description:ThetopthreemarketingautomationsolutionschosenbyglobalindustryprofessionalsasofDecember2022wereHubspot,ActiveCampaign,andAdobeExperienceCloud,accountingforslightlymorethan50percentofthemarket.Outofthethree,Hubspotisestimatedtobeusedbynearly35percentofcustomers-afiguretwofoldhigherthanthatoftheothertwosolutionscombined.ReadmoreNote(s):Worldwide;December08,2022;basedonthesourceplatformSource(s):DatanyzeLeadingheader-biddingtechnologiesworldwideinOctober2023,byusageshareLeadingheader-biddingtechnologiesworldwide2023Shareofwebsitesusingthetechnology0.4%

0.6%

0.8%0.0%0.2%1.0%1.2%1.4%1.6%1.52%AmazonTransparentAdMarketplacePrebid0.98%HeaderTagbyIndexExchange0.66%FreestarYieldLovePubGuru0.11%0.03%0.02%0.01%GRVMedia26Description:Amongtoponemillionwebsitesbytrafficontheinternet,1.52percentusedAmazonTransparentAdMarketplaceforheader-biddinginOctober2023,makingitthemostpopulartechnologyusedforthispurpose.Prebidrankedsecond,usedbyroughlyonepercentofthetoponemillionsites.Intotal,33.25thousandor3.3percentofthetoponemillionwebsitesusedheader-biddingtechatthatpointintime.ReadmoreNote(s):Worldwide;October11,2023;amongtoponemillionsitesbytrafficSource(s):BuiltWithRevenuegeneratedbyCriteoSAfrom2019to2022(inbillionU.S.dollars)Criteorevenue2019-20222.52.262.252.072.022.01.51.00.50.0201920202021202227/statistics/1361058/criteo-revenueIn2022,CriteoSA-aFrenchretargetingandretailmediaadtech-generated2.02billionU.S.dollarsinrevenue,down11percentonthevalueof2.25billionreportedayearearlier.Retailmediamaderoughly10percentofthetotal2022revenue.

ReadmoreNote(s):Worldwide,FranceSource(s):CriteoHubSpot,Inc.'srevenueworldwidefrom2010to2022,bytype(inmillionU.S.dollars)HubSpot,Inc.'srevenueworldwide2010-2022,bytypeSubscriptionProfessionalservices&other2,0001,8001,6001,4001,2001,0008006004002000201020112012201320142015201620172018201920202021202228Description:Between2012and2022,HubSpot,Inc.'sannualrevenuegrewbyoverthreethousandpercent,surpassing1.73billionU.S.dollarsinthelatteryear.Outofthattotal,morethan1.69billiondollars(or97.7percent)camefromsubscriptions,whilearound40.4milliondollars(2.3percent)camefromprofessionalservicesandotherproductssoldbytheMassachusetts-basedcompany.

ReadmoreNote(s):Worldwide;2010to2022Source(s):HubSpotJCDecauxSE'sprogrammaticdigitalout-of-home(prDOOH)advertisingrevenuefrom2021to1sthalf2023(inmillioneuros)JCDecauxSE'sprogrammaticdigitalout-of-home(prDOOH)adrevenue2021-H120237061.360504036.930.6530201002021*2022H1202329Description:Inthefirsthalfof2023,JCDecauxSE'sprogrammaticdigitalout-of-home(prDOOH)advertisingsubsegmentgeneratednearly37millioneurosinrevenue.Thatamountedtoaround60percentofthe61.3-million-eurorevenuerecordedthroughouttheentirepreviousyear.Between2019and2022,JCDecaux'sdigitalout-of-home(DOOH)adrevenuegrewbylittlemorethansixpercent.ReadmoreNote(s):Worldwide;2021toH12023;*Source(s):JCDecaux;calculatedthefigurebasedonthesource`sdata.ꢀDatapreceding2023comesfromearlierreleases.

ReadmoreRevenuegeneratedbyMagnite,Inc.from2016to2022(inmillionU.S.dollars)Magniterevenue2016-2022700600500400577.1468.41278.223002001000221.632020155.552017156.412019124.69201820162021202230Description:In2022,Magnite,Inc.hadarevenueof577.1millionU.S.dollars,increasingits2021resultby23percent.Magniteisasell-sideprogrammaticadvertisingplatform.Thecompanygeneratesrevenuesfrompurchasesandsalesofonlineadvertisinginventoryoveritsplatformaswellasfromfeesitsclientspayfortheusageoftheirproducts.MagniteemergedfromamergerofRubiconProjectandTelaria,completedinApril2020.

ReadmoreNote(s):Worldwide;2016to2022;consolidatedSource(s):MagniteRevenuegeneratedbyMobvistaintheadvertisingtechnologysegmentin2021and2022,bysubsidiary(inmillionU.S.dollars)Mobivstaadtechrevenue2021-2022,bysubsidiaryMintegralNativex1,000900800700600500400300200100056.65177.61825.17575.062021202231Description:In2022,Nativex,LLC-aCalifornianadtechthatprovidesWesternadvertisersandpublisherswithaccesstoAsianplatformsownedbyTencent,ByteDance,orBaidu-generatedarevenueof56.65millionU.S.dollars.Mintegral-amobileprogrammaticadvertisingplatformbasedinSingapore-hadarevenueof825.17milliondollars.Thatyear,advertisingtechnologyaccountedfor94.4percentofMobvista'stotalrevenue.

ReadmoreNote(s):Worldwide,China;2021and2022Source(s):MobvistaRevenuegeneratedbyTeadsfrom2016to2022(inmillioneuros)Teadsrevenue2016-20227006246005735095004534003002001000342.1200163.9201720162018201920202021202232Description:In2022,Teads-adigitaladvertisingplatformownedbythetelecommunicationsproviderAltice-generated573millioneurosinrevenuewithitsglobalactivities.AlticeacquiredTeadsinJune2017.ReadmoreNote(s):Worldwide;2016to2022Source(s):AlticeRevenuegeneratedbyTheTradeDesk,Inc.from2016to2022(inmillionU.S.dollars)TheTradeDeskrevenue2016-20221,8001,6001,4001,2001,0008001,577.81,196.47836.03661.06600477.292018400308.222017202.9320002016201920202021202233Description:In2022,TheTradeDesk-anadtechcompanybasedinCalifornia-generatedarevenueof1.58billionU.S.dollars.Ayearearlier,itsrevenuestoodat1.2billiondollars,whichconstitutesanannualincreaseofapproximately32percent.

ReadmoreNote(s):Worldwide;2016to2022Source(s):TradeDeskCHAPTER

05MarketerinsightsPlannedchangesinprogrammaticadvertisingspendingin2023accordingtomarketersworldwideasofSeptember2022Plannedchangesinprogrammaticadspendingworldwide202325%21%20%20%18%15%15%13%10%10%5%3%0%Increasebymorethan50percentIncreaseby26to50

Increasebyoneto25NochangeReducebyoneto25

Reduceby26to50

Reducebymorethanpercent

percent

50percentpercentpercent35Description:DuringaSeptember2022survey,53percentofrespondingindustryprofessionals,marketers,andpublishersfromAustralia,Colombia,India,Mexico,Singapore,theUnitedKingdom,andtheUnitedStatesstatedthattheywereplanningtoreducetheirprogrammaticspendinginthefollowing12months.Ontheotherhand,34percentwereplanningtoincreaseit.ReadmoreNote(s):Worldwide;September2022;>1,400;amongindustryprofessionals,marketers,andpublishersSource(s):Lotame;MarketingInteractive;PureSpectrumLeadingprogrammaticadvertisingchallengesaccordingtoadtechnologyinvestmentdecision-makersworldwidein2022Topprogrammaticadvertisingchallengesworldwide2022Shareofrespondents0%5%10%15%20%25%30%35%32%31%Connectingdemand-sideplatforms(DSPs)withothermarketingtoolsVerifyingthequalityofbuys/verifyingthatbuysmeetmyorganization`sstandardsGettingenoughaddressablereach31%31%31%Differentiating/customizingadsandstrategyOrchestratingconsistentcustomerjourneysacrossinventorysourcesanddevicesLimitingmediawastethrougheffectivefrequencymanagementMaintaininghistoriclevelsofmediaperformance30%29%28%ProvingthevalueofitduetomeasurementgapsReconcilingdataacrossmultipleplatformsusingdifferentidentityapproachesReachingtherightaudience28%28%28%ManagingmultipleaudiencedatasourcesandtoolsFindingpremiuminventory26%36Description:Duringa2021globalsurveycarriedoutamongstrategicadtechnologyinvestmentdecision-makers,itwasfoundthatconnectingdemand-sideplatforms(DSPs)withothermarketingtoolswasthelargestprogrammaticadvertisingchallenge,namedby32percentofrespondents.Secondplacewastakenamongdirector+strategicadtechnologyinvestmentdecision-makersbyfourchallenges:verifyingthequalityofbuys/verifyingthatbuysmeetmyorganization`sstandards,gettingenough[...]

ReadmoreNote(s):Worldwide;August2021;1,065respondents;amongdirector+strategicadtechnologyinvestmentdecision-makersSource(s):ForresterResearchDigitalmediamonetizationtacticsusedbyretailersworldwideasof1stquarter2023Digitalmediamonetizationtacticsusedbyretailersworldwide202370586050403020100565345403734Digitalcoupons/promotionsSocialEmailOn-siteAudiencedatasales

Programmaticoff-siteCleanroomcollaboration37/statistics/1393696/monetization-tactics-retailersDuringasurveycarriedoutinearly2023,58percentofrespondingretailerssaidthatdigitalcouponsorpromotionswereapartoftheirdigitalmediamonetizationtactics.Varioussocialmediamarketingstragerieswereusedby56percentofrespondents.ReadmoreNote(s):Worldwide;Q12023;417respondents;amongexecutivesatdirector-leveloraboveSource(s):Epsilon;PhronesisPartnersWaysinwhichmarketersusedartificialintelligence(AI)worldwidein2021and2022TopwaysforusingAIinmarketingworldwide2021-2022Shareofrespondents2022

202120%0%10%30%40%50%60%70%80%90%100%90%AutomatecustomerinteractionsPersonalizethecustomerjourneyacrosschannelsProcessautomation(e.g.,reporting)88%88%88%88%83%87%87%Resolvecustomeridentity82%Bridgeonlineandofflineexperiences71%77%Drivebestoffersinrealtime89%75%ProgrammaticadvertisingandmediabuyingPredictingcustomer/prospectbehaviorImprovecustomersegmentation/lookalikeaudiencemodeling81%74%73%74%73%38Description:Aglobalsurveyin2022foundoutthat90percentofmarketingprofessionalsacross35countrieswereusingartificialintelligence(AI)toolsinordertoautomatecustomerinteractions,comparedto88percentin2021.Another88percentofmarketersworkingwithAIsharedthatithelpedthempersonalizethecustomerjourneyacrosschannels-asharethatremainedthesameastheyearbefore.ReadmoreNote(s):Worldwide;June30toAugust8,2022;6,000respondents;marketerswhouseAIacross35differentcountriesSource(s):SalesforceResearchSolutionsthatheldthegreatestpromiseinreplacingcookie-dependentsolutionsaccordingtoadvertisersandpublishersworldwideasofFebruary2023Bestsolutionstoreplace3rd-partycookiesworldwide2023SolutionAdvertisers49%Publishers16.6%12.6%30.7%39.1%20.5%47.3%24.3%32.7%Advertiserfirst-partydataactivationGoogleTopics37.9%33.7%31%Attention-basedmetricsSocialmediaadvertising/targetingContextualadvertising30.5%27.1%21.7%14%Publisherfirst-partydataactivationUnifiedIDtechnologyProgrammaticdirectdealsorPMPs39Description:Duringaglobal2023survey,advertiserfirst-partydataactivationwasthesolutionthatheldthegreatestpromiseinreplacingcookie-dependentsolutionsaccordingtoadvertisers.Publishersnamedpublisherfirst-partydataactivationsasthemostpromisingsolution.ReadmoreNote(s):Worldwide;February2023Source(s):DoubleVerify;InsiderIntelligenceBusinessareasinwhichX's(formerlyTwitter)lackseffectivenessaccordingtomarketersworldwideasofAugust2023MarketingareasinwhichX(formerlyTwitter)lackseffectivity2023Shareofrespondents0%10%20%30%40%50%60%59.2%70%BrandsafetyInnovationandcreativityQualitysalesteams55.1%50%Easeofactivation46.2%Advancedresearch45.5%45.5%FirstpartydataLargeaudiencereach43.6%43.6%Multi-screen/paltformopportunitiesContextualrelevance33.3%31.9%Programmatic/automated40Description:AsofJuly2023,almost60percentofglobalmarketersstatedthatX(formerlyTwitter)waslackingeffectivenessintermsofbrandsafety.Another55percentofsocialmediabuyersexpressedasimilarconcerninregardstoinnovationandcreativityontheplatform.ReadmoreNote(s):Worldwide;JulyandAugust2023;505respondents;socialmediabuyersandplannerswhohavedonebusinesswithamediaentityinthelast24monthsSource(s):MarketingCharts;MediaVillageCHAPTER

06SkillimportanceScarcestskillsintheadvertisingmediamarketplaceaccordingtoagenciesworldwideasofMay2022Scarcestskillsintheadvertisingmediamarketplaceinagencies2022Shareofrespondents30%

40%0%10%20%50%60%70%80%Data&analyticsMeasurement84%74%73%73%71%E-commerce/retailmediaProgrammatic/adtechStrategyOmnichannelplanningGaming/metaverseSearchmarketingAdoperations66%65%58%57%56%MediabuyingSocial&influencermarketingTalentmanagementCreative49%46%43%42Description:Duringaglobal2022survey,84percentofrespondingadvertisingagenciesstatedthattherewassomeorhighscarcityofdataandanalyticsskillsinthemarketplace.Measurementabilitiesfollowedwith74percent.

ReadmoreNote(s):Worldwide;May2022;400respondents;onlyrespondentswhoselected"some/highscarcity"Source(s):MediaSense;WorldFederationofAdvertisersSkillsandcapabilitiesthatwillincreasemostinimportanceintheadvertisingmediamarketplaceaccordingtoagenciesworldwideasofMay2022Skillsandcapabilitiesforthefutureintheadvertisingmediaforagencies2022Shareofrespondents0%10%20%30%40%50%60%Data&analyticsE-commerce/retailmediaStrategy64%42%32%30%30%MeasurementProgrammatic/adtechOmnichannelplanningGaming/metaverseSearchmarketingCreative23%22%15%13%12%10%9%8%Social&influencermarketingMediabuyingTalentmanagementAdoperations43Description:Duringaglobal2022survey,64percentofrespondingadvertisingagenciesselecteddataandanalyticsabilitiesasaskillsetthatwillincreasemostinimportanceoverthefollowingtwoyears.E-commerceandretailmediacapabili