Category: Advertising
Advertising market research reports by IDC
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What Google's Newest Approach to Cookie Deprecation Means for Advertisers
What Google's Newest Approach to Cookie Deprecation Means for Advertisers This IDC Perspective discusses Google's newest approach to the deprecation of cookies. Google's recent decision to shift focus from deprecating third-party cookies to empowering user choice marks a significant turning point in ... Read More
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IDC's Digital Advertising Market Model Overview, 2024
IDC's Digital Advertising Market Model Overview, 2024 This IDC Perspective discusses the Digital Advertising Market Model (DAMM), which is an IDC offering that is focused on the digital advertising market. Its purpose is to provide a custom digital advertising market model that allows media companie ... Read More
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Worldwide Mobile In-App and In-Game Advertising Forecast, 2024–2028: Video Ads Rolls On
Worldwide Mobile In-App and In-Game Advertising Forecast, 2024–2028: Video Ads Rolls On This IDC study provides a view into mobile in-app and in-game advertising dynamics through 2028. It assesses related market trends and technological advancements, and it offers advice to technology suppliers. It ... Read More
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From Touchdown to Fumble: Why Traditional Super Bowl Advertising Fails to Meet Data-Driven Marketers' Demands
From Touchdown to Fumble: Why Traditional Super Bowl Advertising Fails to Meet Data-Driven Marketers' Demands This IDC Perspective encourages an evolution from traditional/linear TV (e.g., Super Bowl ads) to connected television (CTV) as a data-driven marketing strategy. The 2024 Super Bowl attracte ... Read More
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Update on Advertising on Connected Television with Retail Media Networks
Update on Advertising on Connected Television with Retail Media Networks This IDC Perspective provides update on advertising on connected television (CTV) with retail media networks (RMNs). The retail media advertising landscape via retail media networks is growing rapidly, driven by the power of fi ... Read More
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Amazon Ads Unboxed 2023: Connecting the Ad Ecosystem Across Media and Audiences
Amazon Ads Unboxed 2023: Connecting the Ad Ecosystem Across Media and Audiences This IDC Perspective discusses the annual user conference held by Amazon Ads in New York City on October 24–26, 2023. Major announcements included a clean room specifically for publishers, GenAI-automated image generatio ... Read More
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IDC PlanScape: Digital Advertising as a Managed Service to Improve Return on Investment
IDC PlanScape: Digital Advertising as a Managed Service to Improve Return on Investment This IDC PlanScape examines digital advertising as a managed service. "The media and entertainment (M&E) industry is now well on its way to cloud adoption, but navigating through its complexities to achieve t ... Read More
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IDC Perspective: Advertising Growth in Connected TV for 2023 Is Driving Media Technology Vendor Innovations for Native Cloud Services
IDC Perspective: Advertising Growth in Connected TV for 2023 Is Driving Media Technology Vendor Innovations for Native Cloud Services This IDC study highlights that the media and entertainment (M&E) and advertising industries are witnessing a shift toward solutions that are cloud native, smart, ... Read More
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Worldwide Mobile In-App and In-Game Advertising Forecast, 2023–2027: ATT Keeps Rocking the Boat as Privacy Sandbox Looms
Worldwide Mobile In-App and In-Game Advertising Forecast, 2023–2027: ATT Keeps Rocking the Boat as Privacy Sandbox Looms This IDC study captures revenue derived from in-app and in-game mobile advertising as well as direct spending by users on mobile games and nongame mobile apps. Mobile advertising ... Read More
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DOJ v. Google, Part 2: Erosion of Customer Trust Could Have Implications Across the Broader Advertising Ecosystem
DOJ v. Google, Part 2: Erosion of Customer Trust Could Have Implications Across the Broader Advertising Ecosystem This IDC Market Note explores the implications of the January 24, 2023, lawsuit that the U.S. Department of Justice launched against Google. The lawsuit alleges that the company engaged ... Read More
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AWS for Advertising and Marketing: Will Infrastructure Finally Eat MadTech?
AWS for Advertising and Marketing: Will Infrastructure Finally Eat MadTech? This IDC Market Perspective highlights the importance of AWS for Advertising and Marketing. AWS for Advertising and Marketing is a major development that will reshape the industry. By democratizing distributed data managemen ... Read More
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The Top 5 Things to Know About Advertising in the Metaverse
The Top 5 Things to Know About Advertising in the Metaverse This IDC Perspective explores how advertising might look like in Meta Platforms' proposed metaverse, what its commercial volume could be, what gating factors might affect consumer adoption, and how advertisers could go about gathering exper ... Read More
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Worldwide Digital Advertising Technology Market Shares, 2021: Amazon Hitting the Big Time
Worldwide Digital Advertising Technology Market Shares, 2021: Amazon Hitting the Big Time This IDC study provides the 2021 worldwide market share data for digital advertising technology vendors. "Last year's three major trends in digital advertising were strong spending growth, M&A activity and ... Read More
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Worldwide Advertising Technology Forecast, 2022–2026: Digital Spending Turbocharged by COVID-19, But DMPs Collapse
Worldwide Advertising Technology Forecast, 2022–2026: Digital Spending Turbocharged by COVID-19, But DMPs Collapse This IDC study explores global trends in advertising technology usage and spending. It covers spending in the United States, Canada, Western Europe (WE), Central and Eastern Europe (CEE ... Read More
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The Rise of Retail Media Networks
The Rise of Retail Media Networks This IDC Perspective discusses the rise of retail media networks. Recent growth in ecommerce combined with a host of other factors have led to retailers introducing a new digital advertising channel in the form of retail media networks (RMNs). The advertising is des ... Read More
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Worldwide Mobile In-App and In-Game Advertising Forecast, 2022–2026
Worldwide Mobile In-App and In-Game Advertising Forecast, 2022–2026 This IDC study sizes and forecasts mobile in-app and in-game advertising and the payout to developers/publishers from that spending, broken down by region and by major ad format. Mobile advertising revenue is additionally broken ou ... Read More
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Worldwide Brand Versus Direct Response Advertising Spending Forecast, 2022–2026
Worldwide Brand Versus Direct Response Advertising Spending Forecast, 2022–2026 This IDC study forecasts total worldwide digital advertising spending and then breaks it down by brand advertising spending versus direct response advertising spending, and further by digital advertising formats, namely ... Read More
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IDC's Worldwide Advertising Technology Taxonomy, 2022
IDC's Worldwide Advertising Technology Taxonomy, 2022 This IDC study presents the worldwide advertising software taxonomy, which defines the segments IDC uses to track, analyze, and forecast the business and technology of advertising. This taxonomy is the basis for all of IDC's advertising-related r ... Read More
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