Advertising Sector Scorecard, Q3 2023 Update – Thematic Intelligence

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US Big Tech, specifically Microsoft, Apple, Amazon, and Alphabet, dominate the thematic screen of GlobalData’s advertising sector scorecard. Thanks to their sophisticated AI systems, advanced advertising technology (adtech), and the wealth of data they possess, they are best placed to reap the benefits of disruptive themes like AI, gaming, and ecommerce. But these companies will also have regulators breathing down on their necks on several issues, from antitrust and data privacy to misinformation and online harm. For example, while top performers Microsoft and Apple remain shielded from data privacy scrutiny, they stand accused of anti-competitive practices around their cloud and app store operations.

Scope

This sector scorecard provides a top-down, comprehensive outlook for the key players in the advertising sector over the next two years, based on the key themes set to transform their industry landscape.

Key Highlights

X’s corporate rebranding and change of leadership cannot hide the long list of challenges the platform faces, including service disruptions, intense regulatory scrutiny, and increased competition. In particular, there is concern that the platform has become more prone to misinformation and hate speech since Elon Musk bought it. In February 2023, the company, designated as a very large online platform under the EU’s Digital Services Act (DSA), failed to complete its first EU test on dealing with disinformation. X’s advertising revenue has fallen by half since the company was bought, as revealed by its owner in July 2023. To reflect this poor social media strategy, we have lowered X’s score on the social media theme from 3 out of 5 to 2, indicating that the company’s activity in this theme will be detrimental to its future performance.

Reasons to Buy

Companies that invest in the right themes become success stories. Those that miss the important themes in their industry end up as failures.

GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.

At GlobalData, we have developed a unique thematic methodology for ranking all major companies in all major sectors based on their relative strength in the big themes that are impacting their industries.

Our thematic engine tags over 145 million data items across five alternative data sets—patents, jobs, deals, filings, and news—to themes. The vast datasets within our thematic engine help our analysts to produce sector scorecards that identify the companies best placed to succeed in a future filled with multiple disruptive threats.

Adobe
Alibaba
Alphabet
Amazon
Apple
Baidu
ByteDance
Cheil
Clear Channel
Comscore
Criteo
Dentsu
HubSpot
Interpublic
JC Decaux
Lamar Advertising
M&C Saatchi
Magnite
Marchex
Meta
Microsoft
Nielsen
Omnicom
Outfront Media
Pinterest
Publicis
Snap
Tencent
Trade Desk
TripAdvisor
Twitter
Vivendi
WPP
Yandex
Yelp
Z Holdings

Table of Contents

Executive Summary

Top Themes for 2023

Sector Scorecard: Advertising

Thematic Research Methodology

Frequently asked questions

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