传媒行业程序化广告专题:从头部平台发展路径理解程序化广告 关注数据与AI算法的飞轮

广发证券
Feb 13

全球线上广告市场份额拆解:头部流量媒体集中,中长尾流量媒体中第三方程序化平台份额提升。从线上平台广告收入角度来看,目前头部媒体中,Google+Meta 占50%左右;中长尾流量媒体格局较为分散,大厂广告联盟体量相对较大,但份额呈现收缩态势,其中GoogleNetwork 份额占中长尾市场的10%左右;第三方程序化广告平台当前体量较小但呈现迅猛发展态势,Applovin、Mintegral、...

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