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Table of Contents
1. The advertising market in figures
1.1. Value of the global online advertising market
1.2. Value of global online advertising market: regional / country breakdown
1.3. Value of global online advertising market: breakdown by format
1.4. [Mobile] Value of global online advertising market
1.5. [Mobile] Value of global online advertising market: regional / country breakdown
1.6. [Social] Value of global online advertising market
1.7. [OTT video] Value of global OTT video advertising market
1.8. Value of global RTB advertising market
2. The online advertising ecosystem
2.1. The overall advertising ecosystem
2.2. Overview of player shares in advertising market - worldwide
2.3. Focus on mobile advertising: breakdown by format and main players
2.4. Google
2.5. Facebook
2.6. Yahoo!
2.7. Microsoft
2.8. Focus: search advertising partnerships between the giants
2.9. Twitter
2.10. Amazon and Apple
2.11. Player positioning in terms of open/closed and mobile focus
2.12. Wrap-up on the giants: Different approaches by the various players
3. Main trends in online advertising and personal data use
3.1. The major trends overview
3.2. Technology trend: RTB
3.3. Technology trend: Re-targeting
3.4. RTB and re-targeting example: FBX (Facebook Exchange)
3.5. Business model trend: native ads
3.6. Business model trend: new data monetisation and exploitation strategies
3.7. Business model trend: new data exploitation models by telcos
3.8. Business model trend: examples of other players with data to exploit
3.9. Privacy trends: cookies
3.10. Privacy trends: The tussle over cookies and alternatives
3.11. Privacy trends: VRM
3.12. Privacy trends: Privacy paradox and usage
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