The Changing Landscape of Advertising: from traditional to digital
DigiWorld Economic Journal No. 104, 4th Quarter 2016
The Changing Landscape of Advertising: from traditional to digitalEdited by David BOUNIE, Florence LE BORGNE ? BACHSCHMIDT & Soichi NAKAJIMA
Advertising is a central element in the business model of traditional media and Internet services. The main driver of advertising looking ahead will undoubtedly come from digital advertising. The eruption of new personal screens has changed consumer behaviour, while the power of analytical tools has imposed Internet platforms as the new industry giants. These major changes raise a number of questions such as dominant positions, the reality of audience ratings, the maturity of programmatic targeting, effects on advertisers? confidence and ultimately on the sensitivity and reaction of consumers. This dossier provides an initial identification of such issues facing this industry.
- Larry GOLDSTEIN, comScore
P: +33 (0) 467 144 481
F: +33 (0) 467 144 400