從行動廣告區域派生的行動通訊業者 (MNO) 的市場機會
MNO OPPORTUNITIES ARISING FROM MOBILE AD BLOCKING
|出版商||Mobile Market Development Ltd||商品編碼||355716|
|出版日期||內容資訊||英文 26 Pages
|從行動廣告區域派生的行動通訊業者 (MNO) 的市場機會 MNO OPPORTUNITIES ARISING FROM MOBILE AD BLOCKING|
|出版日期: 2016年04月01日||內容資訊: 英文 26 Pages||
行動廣告屢次受譴責，妨礙線上體驗，減少資料容許量，侵害隱私。還有也被視為網路混亂的發生要素。因此，如果導入行動廣告的區域功能，預期不用追加投資就能改善網路容量。在再加上MNO (行動通訊業者) 一側，瞄準獲得來自廣告區域功能的衍生收益的機會。，另一方面，內容提供商和OTT業者，認為慮廣告區域功能威脅自己的收益，限制之前可免費點閱的內容存取等報復措施。
本報告提供行動通訊業者 (以下MNO) 的廣告區域功能相關配合措施和市場機會相關分析，廣告區域功能的概要和近幾年的市場趨勢，潛在市場規模的預測，對MNO來說的收益獲得機會，主要MNO的措施案例的資訊彙整，為您概述為以下內容。
While PC ad blockers have been around for some time, mobile ad blocking is relatively new. Developments in this area are gathering pace, leading operators to consider whether they have a role to play in this area.
Mobile advertising has been accused of degrading customer online experience, consuming data allowances and invading customer privacy. Ads also contribute to network congestion. It stands to reason that solutions that block mobile advertising and advertising technology could be an appealing customer proposition and help operators to increase network capacity without additional infrastructure investment. But some MNOs are also considering the potential of ad blockers to drive revenue.
Ad blocking is a way for operators to extend their control over the traffic that runs across their networks. They could earn revenues in two main ways:
On the other hand, content providers and OTT service providers may see ad blocking as a threatening means to limit their income; they may react negatively by, for example, removing access to previously free content.
This report looks at emerging approaches to mobile ad blocking in order to help operators determine its potential to improve the customer online experience, free network capacity and win third party revenues.
Companies: Google, Facebook, Apple, Samsung, Asus, Twitter, BuzzFeed, Verizon, AT&T, Digicel, O2, EE, Adblock Plus, Eyeo, Adblock Fast, Shine Technologies, Three, Hutchinson Whampoa, Horizon Ventures, Been Choice, AOL, New York Times, Pinterest, Yahoo, The Bild, Microsoft, Amazon, Taboola, IAB, Internet Advertising Bureau, Brave, Twilio, Weve, Secret Media, AdUnblock
Countries: USA, France, UK, Germany, Caribbean, South Pacific, Italy, Jamaica, St Kitts and Nevis
Keywords: anonymised data, sponsored data, zero-rating, filtering, ad tech, data allowances, plugin, wi-fi, online experience, privacy, anti-ad-blocker, revenue, security, capacity, tracking, ad blocker, ad revenues, degrading, cookies, targeting, gate keeper, pop-ups, encryption, net neitrality, publishers, malware, profiling, network congestion, mobile advertising, Ad blocking, in-app advertising, advertising technology, advertisers, acceptable ads,