Resume
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.
Table des matières
The Changing Landscape of Advertising:
from traditional to digital
Eds: David BOUNIE, Florence LE BORGNE – BACHSCHMIDT & Soichi NAKAJIMA
Foreword
By Yves GASSOT
Introduction
By the Editors
Papers
Advertising Viewability in Online Branding Campaigns
David BOUNIE, Valérie MORRISSON & Martin QUINN
The Internet: A New Economic Paradigm for the Advertising Market
Laurent BENZONI & Sara CLIGNET
Ad-Blocking and New Business Models on the Internet
Adrien KARSENTY
Interviews
Larry GOLDSTEIN, comScore
Conducted by David BOUNIE
Tim SCHUMACHER, Eyeo GmbH
Conducted by Florence LE BORGNE – BACHSCHMIDT
Rishad TOBACCOWALA, Publicis Groupe
Conducted by Yves GASSOT
Features
Firms and Markets
• State of Online Advertising Worldwide
Soichi NAKAJIMA
• How to Catch a Unicorn? An exploration of the universe of tech companies with high market capitalization
Jean Paul SIMON
Technical Innovations
• Big Data and Programmatic Buying Adapted to the TV Universe
Florence LE BORGNE – BACHSCHMIDT
Author biographies
Service Section
Secteur géographique
Autres détails
- Référence : DWI16204A
- Livraison : on the DigiWorld Interactive platform
- Langues disponibles : Anglais
- Tags : Ad blocking, Ad viewability, Advertising, advertising market, Advertising Viewability, big data, Business Models, comScore, Digital, e-advertising, externalities, Eyeo, Internet, market capitalization, media, online, online advertising, Online Branding Campaigns, programmatic buying, Publicis, regulation, traditional, TV, two-sided markets, Unicorn
