Fully understand advertising technology with this report.
| | Innovation is changing the digital advertising business and creating new opportunities for distruption… There's no question that consumers are increasing the amout of time they spend consuming digital media, while advertisers are increasing their ad budgets into digital channels. What may come as a surprise, however, is the complexity of the interconnected web of companies involved in the process of delivering digital advertisements to end users. Collectively, these companies are known as "advertising technology," or "ad tech" for short. Ad tech companies are intermediaries between advertisers and publishers, and add value to the ad delivery process by consolidating inventory, automating workflows, and offering precise targeting capabilities at scale. The automation of ad buying is also known as "programmatic advertising" – that is, using technology and software to buy digital ads. Programmatic ad spend in the US is quickly ramping up: It will top $20 billion this year and reach $38.5 billion by year-end 2020. But ad tech's ascendancy isn't without its drawbacks. The advertising industry in the US is dominated by two main players: Facebook and Google. As a result, ad tech players are fighting for a pretty small piece of revenue pie, one of the many drivers of increased consolidation in the space. In a recent report from BI Intelligence, we examine the different players involved in the process of delivering ads, the formats that are driving growth (notably mobile and video), and the factors that are driving increased consolidation over the coming years. Among the big picture insights you'll get from this report, titled The Ad Tech Explainer: How innovation is changing the digial advertisintg business and creating new opportunities for distruption:  | | | - By 2020, mobile will be the biggest online advertising market, and video the fastest growing
- So-called "walled gardens" Google and Facebook lead a relatively small group of players that attract the vast majority of digital-ad spending in the US today.
- Growth can be challenging for players outside the walled-garden duopoly, and many companies are reaching a level of maturity that may prompt investors to push for an exit.
- Ad tech is poised for consolidation, and the number of companies in the industry will decline significantly over the next few years.Ad tech is poised for consolidation, and the number of companies in the industry will decline significantly over the next few years.
- Artificial intelligence, augmented and virtual reality, and sponsored content will help propel further digital ad growth in the next decade.
This exclusive report also: - Forecasts US digital ad revenue through 2021
- Highlights the rising popularity of digital media with consumers and brands
- Explores why digital video advertising growth will exceed all other formats over the next five years
- Outlines emerging technologies that will help propel ad growth in the next decade
- And much more.
The Ad Tech Explainer is how you get the full story. To get your copy of this invaluable guide, choose one of these options: - Bundle and save 93% today when you access the Ultimate Digital Media Report Bundle. You will gain immediate access to this report and 52 others on some of the most important topics impacting the digital media space. BUY THE BUNDLE AND SAVE 93% »
- Purchase the report and download it immediately from our research store. BUY THE REPORT »
The choice is yours. But however you decide to acquire this report, you've given yourself a powerful advantage in your understanding of the fast-moving world of advertising technology. | |  | | Copyright © 2017 Business Insider, Inc. All rights reserved. |  | | | |
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