Analysis | Report
11 September 2019 Report ID: CES003-000588
Advertising will continue to be a major source of consumer technology, media, and telecoms (TMT) revenue to 2023. But the rising share of digital – particularly of incumbent digital players including Google, Facebook, and Chinese tech giants – is driving significant change across the entire advertising ecosystem. Traditional media companies must evolve to adapt to this new competitive dynamic and protect their ad revenue streams. Meanwhile, technology vendors will see new areas of growth as the applications of data in both digital and traditional advertising grow. This report examines five key trends that will shape the advertising market over the next five years, assesses the impact these will have on players across the TMT sector, and provides recommendations for how players should respond.