Summary

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 of contents

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

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Geographic area & Players

World

Other details

  • Reference: DWI16204A
  • Delivery: on the DigiWorld Interactive platform
  • Languages available: English
  • 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

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The Changing Landscape of Advertising: from traditional to digital

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