上下文廣告市場規模 - 按部署（行動裝置、桌上型電腦、數位廣告看板）、按類型（基於活動的廣告、基於位置的廣告等）、按最終用戶和預測，2024 年至 2032 年

由於數位廣告平台的日益普及和線上內容創作的激增，上下文廣告市場規模在 2024 年至 2032 年間將呈現超過 19% 的複合年成長率。人工智慧和機器學習演算法的不斷進步使得更複雜的上下文定位成為可能，使廣告商能夠向消費者提供高度相關和個人化的廣告。

資料隱私法規和消費者同意偏好的日益重要性正在增加上下文廣告的普及並吸引該行業的新發展。例如，2024 年3 月，全球情境廣告領導者Seedtag 推出了情境電視，利用基於人工智慧的網路動態為廣告主提供有效的CTV 策略，以便在開放網路和高階電視上進行高效能、符合隱私的廣告活動。上下文廣告在接觸相關情境中的受眾（例如在特定內容類別內或線上活動期間）的有效性也將加速尋求更好的參與度和投資報酬率的廣告商的採用。

上下文廣告產業分為部署、類型、最終用戶和區域。

在部署方面，由於桌上型電腦在工作、休閒和瀏覽活動中的持續普及，預計從 2024 年到 2032 年，桌上型電腦領域的收入佔有率將顯著成長。更大的螢幕尺寸和桌面上更長的瀏覽會話為廣告商提供了更多有效廣告投放和參與的機會。桌面瀏覽器中高階定位和追蹤功能的整合也提高了情境廣告活動的精確度和效能。

就最終用戶而言，媒體和娛樂最終用戶細分市場的上下文廣告市場預計將在 2024 年至 2032 年間實現大幅成長。透過線上媒體平台獲利的廣告解決方案。上下文廣告的整合也提高了用戶參與度，並最大限度地提高了媒體公司的收入潛力。

從地區來看，由於強大的數位基礎設施，預計到 2032 年，歐洲情境廣告產業的複合年成長率將超過 18.5%。高網路普及率和嚴格的資料隱私法規有利於該地區使用非侵入式廣告方法。程序化廣告技術的日益普及和情境定位演算法的進步正在加速此類廣告解決方案的吸引力。對品牌安全和廣告透明度的高度重視也刺激了廣告商和發布商對情境廣告解決方案的區域需求。

目錄

第 1 章：方法與範圍

第 2 章：執行摘要

第 3 章：產業洞察

• 產業生態系統分析
• 供應商矩陣
• 利潤率分析
• 技術與創新格局
• 專利分析
• 重要新聞和舉措
• 監管環境
• 衝擊力
  • 成長動力
    • 對高精度測量解決方案的需求不斷成長。
    • 越來越重視製造過程中的品質控制和檢驗。
    • 計量技術和自動化的進步。
    • 擴大在汽車、航空航太和電子等產業的應用。
    • 嚴格的監管要求和標準合規性。
  • 產業陷阱與挑戰
    • 由於過度依賴演算法而導致廣告投放不準確。
    • 隱私問題和資料使用缺乏透明度。
• 成長潛力分析
• 波特的分析
• PESTEL分析

第 4 章：競爭格局

• 介紹
• 公司市佔率分析
• 競爭定位矩陣
• 戰略展望矩陣

第 5 章：市場估計與預測：按部署分類，2018 年 - 2032 年

• 主要趨勢
• 行動裝置
• 桌上型電腦
• 數位廣告看板

第 6 章：市場估計與預測：按類型，2018 - 2032

• 主要趨勢
• 基於活動的廣告
• 基於位置的廣告
• 其他

第 7 章：市場估計與預測：按最終用戶分類，2018 年 - 2032 年

• 主要趨勢
• 消費品
• 零售和餐廳
• 電信和資訊技術
• BFSI
• 媒體和娛樂
• 交通及汽車
• 學術與政府
• 其他

第 8 章：市場估計與預測：按地區分類，2018 年 - 2032 年

• 主要趨勢
• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 英國
  • 德國
  • 法國
  • 義大利
  • 西班牙
  • 歐洲其他地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 澳新銀行
  • 亞太地區其他地區
• 拉丁美洲
  • 巴西
  • 墨西哥
  • 拉丁美洲其他地區
• MEA
  • 阿拉伯聯合大公國
  • 南非
  • 沙烏地阿拉伯
  • MEA 的其餘部分

第 9 章：公司簡介

• Alphabet Inc. (Google)
• Facebook, Inc.
• Microsoft Corporation
• Amazon.com, Inc.
• Verizon Media (formerly Oath Inc.)
• Taboola
• Outbrain Inc.
• Media.net
• Yahoo! Inc.
• Adobe Inc.
• Twitter, Inc.
• Baidu, Inc.
• LinkedIn Corporation
• Bidtellect, Inc.
• PubMatic, Inc.
• OpenX Technologies, Inc.
• Sovrn Holdings, Inc.
• Index Exchange, Inc.
• GumGum, Inc.
• TripleLift, Inc.

Contextual Advertising Market size will showcase over 19% CAGR between 2024 and 2032, led by the increasing adoption of digital advertising platforms and the proliferation of online content creation. Rising advancements in AI and machine learning algorithms are enabling more sophisticated contextual targeting, allowing advertisers to deliver highly relevant and personalized ads to consumers.

The growing importance of data privacy regulations and consumer consent preferences is increasing the popularity of contextual advertising and attracting novel developments in the industry. For instance, in March 2024, Seedtag, a global leader in contextual advertising, introduced Contextual TV by leveraging AI-based network dynamics to empower advertisers with effective CTV strategies for high-performing, privacy-compliant campaigns across the open web and advanced TV. The effectiveness of contextual advertising in reaching audiences in relevant contexts, such as within specific content categories or during online activities will also accelerate its adoption by advertisers seeking better engagement and ROI.

The contextual advertising industry is bifurcated into deployment, type, end-user, and region.

With respect to deployment, the revenue share from the desktop segment is anticipated to rise at notable pace from 2024 to 2032, on account of the enduring popularity of desktop computers for work, leisure, and browsing activities. The larger screen size and extended browsing sessions on desktops offer advertisers more opportunities for effective ad placement and engagement. The integration of advanced targeting and tracking capabilities in desktop browsers also provides enhanced precision and effectiveness of contextual advertising campaigns.

In terms of end-user, the contextual advertising market from the media and entertainment end-user segment is slated to depict substantial gains between 2024 and 2032. This can be credited to the increasing consumption of digital content and the ever-rising need for targeted advertising solutions to monetize online media platforms. The integration of contextual advertising is also providing improved user engagement and maximizing revenue potential for media companies.

Regionally, the Europe contextual advertising industry is projected to expand at over 18.5% CAGR through 2032, owing to the robust digital infrastructure. The high internet penetration rates, and stringent data privacy regulations are favoring the use of non-intrusive advertising methods in the region. The growing adoption of programmatic advertising technologies and advancements in contextual targeting algorithms is accelerating the appeal of such advertising solutions. The strong emphasis on brand safety and ad transparency is also spurring the regional demand for contextual advertising solutions among advertisers and publishers.

Table of Contents

Chapter 1 Methodology & Scope

• 1.1 Market scope & definition
• 1.2 Base estimates & calculations
• 1.3 Forecast calculation
• 1.4 Data sources
  • 1.4.1 Primary
  • 1.4.2 Secondary
    • 1.4.2.1 Paid sources
    • 1.4.2.2 Public sources

Chapter 2 Executive Summary

• 2.1 Industry 360 degree synopsis, 2018 - 2032

Chapter 3 Industry Insights

• 3.1 Industry ecosystem analysis
• 3.2 Vendor matrix
• 3.3 Profit margin analysis
• 3.4 Technology & innovation landscape
• 3.5 Patent analysis
• 3.6 Key news and initiatives
• 3.7 Regulatory landscape
• 3.8 Impact forces
  • 3.8.1 Growth drivers
    • 3.8.1.1 Increasing demand for high-precision measurement solutions.
    • 3.8.1.2 Growing emphasis on quality control and inspection in manufacturing processes.
    • 3.8.1.3 Advancements in metrology technologies and automation.
    • 3.8.1.4 Expanding applications in industries such as automotive, aerospace, and electronics.
    • 3.8.1.5 Stringent regulatory requirements and standards compliance.
  • 3.8.2 Industry pitfalls & challenges
    • 3.8.2.1 Inaccurate ad placements due to over-reliance on algorithms.
    • 3.8.2.2 Privacy concerns and lack of transparency in data usage.
• 3.9 Growth potential analysis
• 3.10 Porter's analysis
  • 3.10.1 Supplier power
  • 3.10.2 Buyer power
  • 3.10.3 Threat of new entrants
  • 3.10.4 Threat of substitutes
  • 3.10.5 Industry rivalry
• 3.11 PESTEL analysis

Chapter 4 Competitive Landscape, 2023

• 4.1 Introduction
• 4.2 Company market share analysis
• 4.3 Competitive positioning matrix
• 4.4 Strategic outlook matrix

Chapter 5 Market Estimates & Forecast, By Deployment, 2018 - 2032 (USD Million)

• 5.1 Key trends
• 5.2 Mobile devices
• 5.3 Desktops
• 5.4 Digital Billboards

Chapter 6 Market Estimates & Forecast, By Type, 2018 - 2032 (USD Million)

• 6.1 Key trends
• 6.2 Activity-based advertising
• 6.3 Location-based advertising
• 6.4 Others

Chapter 7 Market Estimates & Forecast, By End-User, 2018 - 2032 (USD Million)

• 7.1 Key trends
• 7.2 Consumer goods
• 7.3 Retail and restaurants
• 7.4 Telecom and IT
• 7.5 BFSI
• 7.6 Media and entertainment
• 7.7 Transportation & automobile
• 7.8 Academic & government
• 7.9 Others

Chapter 8 Market Estimates & Forecast, By Region, 2018 - 2032 (USD Million)

• 8.1 Key trends
• 8.2 North America
  • 8.2.1 U.S.
  • 8.2.2 Canada
• 8.3 Europe
  • 8.3.1 UK
  • 8.3.2 Germany
  • 8.3.3 France
  • 8.3.4 Italy
  • 8.3.5 Spain
  • 8.3.6 Rest of Europe
• 8.4 Asia Pacific
  • 8.4.1 China
  • 8.4.2 India
  • 8.4.3 Japan
  • 8.4.4 South Korea
  • 8.4.5 ANZ
  • 8.4.6 Rest of Asia Pacific
• 8.5 Latin America
  • 8.5.1 Brazil
  • 8.5.2 Mexico
  • 8.5.3 Rest of Latin America
• 8.6 MEA
  • 8.6.1 UAE
  • 8.6.2 South Africa
  • 8.6.3 Saudi Arabia
  • 8.6.4 Rest of MEA

Chapter 9 Company Profiles

• 9.1 Alphabet Inc. (Google)
• 9.2 Facebook, Inc.
• 9.3 Microsoft Corporation
• 9.4 Amazon.com, Inc.
• 9.5 Verizon Media (formerly Oath Inc.)
• 9.6 Taboola
• 9.7 Outbrain Inc.
• 9.8 Media.net
• 9.9 Yahoo! Inc.
• 9.10 Adobe Inc.
• 9.11 Twitter, Inc.
• 9.12 Baidu, Inc.
• 9.13 LinkedIn Corporation
• 9.14 Bidtellect, Inc.
• 9.15 PubMatic, Inc.
• 9.16 OpenX Technologies, Inc.
• 9.17 Sovrn Holdings, Inc.
• 9.18 Index Exchange, Inc.
• 9.19 GumGum, Inc.
• 9.20 TripleLift, Inc.