Advertising Sector Scorecard Q1 2024 Update - Thematic Intelligence

Advertising Sector Scorecard Q1 2024 Update - Thematic Intelligence

Summary

Advertising has been caught up in the artificial intelligence (AI) frenzy and will be one of the industries most disrupted by AI. Generative AI is reshaping advertisers’ practices through tailored, effective ads and dynamic campaigns that evolve according to consumer response. As a result, the relationship between technology, artists, and brands paying for campaigns will profoundly change over the coming years. There is a real concern that advertisers will divert their money into AI-generated art rather than paying artists and creatives. Advertising companies must prove their relevance if they want to reap the benefits.

Advertising technology (adtech) vendors are rethinking their strategies to comply with the EU’s General Data Protection Regulation (GDPR) while the industry is moving towards first-party data. However, this might not be enough for regulators. In February 2024, Canada’s Competition Bureau advanced a long-running investigation into the ad market power of Google. Expect further antitrust regulation as adtech’s extensive tracking practices and the opaque nature of the advertising ecosystem attract intense scrutiny.

Scope

This sector scorecard provides a top-down, comprehensive outlook for the key players in the advertising sector over the next two years, based on the key themes set to transform their industry landscape.

Reasons to Buy

Companies that invest in the right themes become success stories. Those that miss the important themes in their industry end up as failures.

GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.

At GlobalData, we have developed a unique thematic methodology for ranking all major companies in all major sectors based on their relative strength in the big themes that are impacting their industries.

Our thematic engine tags over 180 million data items across six alternative data sets-patents, jobs, deals, filings, social media, and news-to themes. The vast datasets within our thematic engine help our analysts to produce sector scorecards that identify the companies best placed to succeed in a future filled with multiple disruptive threats.