Thematic Intelligence: Advertising Sector Scorecard Q2 2024 Update

Thematic Intelligence: Advertising Sector Scorecard Q2 2024 Update

Summary

The three big online advertising platforms-Apple, Alphabet, and Meta-are under investigation by the European Commission under powers granted by the Digital Markets Act (DMA). The EU is looking into whether Alphabet and Apple are unduly favoring their own app stores and Facebook owner Meta's use of personal data for advertising.

Key Highlights

• 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 and effective ads and dynamic campaigns that evolve according to consumer response. As a result, the relationship between technology, artists, and the 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.
• Large online companies are racing to implement sweeping EU rules banning ads targeting users based on religion, gender, or sexuality. In March 2024, the Council of the EU adopted a new regulation on the transparency and targeting of political advertising to counter information manipulation and foreign interference in elections. It will make it easy for citizens to recognize political advertisements, understand who is behind them, and know whether they have received a targeted advert.

• 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.

• 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.