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Future Digital Advertising
OverviewJuniper Research’s highly regarded Future Digital Advertising research provides actionable insights, market intelligence and strategic recommendations for stakeholders on the swiftly changing digital advertising markets covering:
  • Mobile Advertising
  • Online Advertising
  • Smartwatch Advertising
  • Out of Home Advertising
It investigates the opportunities across key channels, considering the adoption of ad blocking technologies and the role that Artificial Intelligence will play in the future of the market. It identifies ad targeting strategies and the prevention of advertising fraud, to present a comprehensive outline of the next 5 years of the digital advertising industry.
This research suite includes:
  • Deep Dive Strategy and Competition (PDF)
  • 5 Year Deep Dive Data and Forecasting (PDF)
  • Executive Summary & Core Findings (PDF)

Key Features

  • Market Landscape: Extensive analysis of the future outlook of the market, and the role emerging technologies will play in the development of the market.
    • Future benefits of AI, including fraud detection, targeting strategies and chatbots
    • Future opportunities in Mobile, Online, and Digital Out-of-Home Advertising
    • Evaluation of the impact of Ad Blocking technologies
    • Key market trends, drivers and constraints acting on the digital advertising market
  • Juniper Positioning Index: A comparative assessment of AI advertising services from 14 platform providers in the Digital Advertising market, categorised in terms of the depth of their hardware offerings. Vendors in our Positioning Index include:
    • Affectiva
    • Alphabet
    • Antvoice
    • Baidu
    • Cognitiv
    • Dentsu
    • drawbridge
    • Dynamic Yield
    • Facebook
    • IBM
    • Microsoft
    • Reflektion
    • Rocket Fuel
    • Salesforce
  • Benchmark Industry Forecasts: Understand the size of the Digital Advertising market and where the growth will take place with our highly granular dataset. We Identify the key opportunities, covering theoretical savings and costs, adoption of the various technologies, revenues from these technologies and more, for 8 global regions and 4 key country markets, covering these segments:
    • Online (Display, Search)
    • Mobile Internet (Display, Search)
    • In-App (Display, Rich Media)
    • Message-Based (SMS)
    • Ad Blocking & Fraud
    • AI In Advertising
  • Interviews: Unique insight into how each player is competing in this market, including:
    • Dynamic Yield
    • Eyeo
    • Mitto
    • Reflektion
    • Rubicon Project
    • Salesforce
  • Juniper Leaderboard: 12 leading digital advertising platform vendors compared, scored and positioned on the Juniper Leaderboard matrix.

Key Questions

  1. Which strategies and technologies will be the most effective on diminishing ad fraud?
  2. How is artificial intelligence disrupting the digital advertising industry?
  3. How much will the digital advertising industry be worth by 2022?
  4. What steps have been taken by the ad industry to combat ad blocking technology?
  5. Which area of advertising will be the most lucrative over the next 5 years?

Companies Referenced

Interviewed: Dynamic Yield, Eyeo GmbH, Mitto, Reflektion, Rubicon Project, Salesforce.
Profiled: Airpush, Alphabet, Amobee, Baidu, Demandbase, Facebook, Fiksu, OpenX, PubMatic, Rubicon Project, Salesforce, xAd.
Case Studied: BroadSign, Facebook, Google, Rocket Fuel, White Ops.
Platform Providers Profiled in Vendor Positioning Matrix: Affectiva, Alphabet, Antvoice, Baidu, Cognitiv, Dentsu, drawbridge, Dynamic Yield, Facebook, IBM, Microsoft, Reflektion, Rocket Fuel, Salesforce.
Mentioned: AdBlock, Adblock Fast, AdBlock Plus, Adconian Direct, Adelphic, Adenyo, Adjitsu, Adjust, Admoove, Adobe, AdRoll, Alibaba, Amazon, AMI (American Media Inc),, AOL,, Apple, AppNexus, Apps Flyer, Aprimo, Apsalar, Ardeeka, Associated Press, Bell Communications Research, Bell Labs, BeyondCore, Blogger, Bluekai, Born, Box, Cadreon, Captivate Network,, CBS, Cellmania, Chango, Charity Water, Chatflow, Cheesecake Factory, Cisco, Citigroup, Clickability, Coalition for Better Ads, Convade, Coolan, Criteo, Crownpeak, Dark Blue Labs, DeepMind, Demandware, DFKI (German Research Centre for Artificial Intelligence), Digital Marketing Magazine, DNNresearch, DocuSign, DoubleClick, DoubleVerify, Dunkin’ Donuts, E.piphany, Edgecase, Ektron, Emu, Equivio, Everjobs, Exact Target, Exelate,,, Fox Audience Network, FreshDirect, G+J, Gander Mountain, GE, Genee, Globespan, Godiva, Gradient X, Granata Decision Systems, Green Bay Packers, Halli Labs, Hallmark Channel,, HelloFresh, Hemnet, Hewlett Packard, Hubbi, Hubspot, IAB (Interactive Advertising Bureau), iAd, IAS (Integral Ad Science), Implisit, Indisys, InStranet, iSite Design, J‑PADTM (Japan Publisher Alliance on Digital), jetpac, Kadro, Kaggle, Kellogg’s, Kiip, Kiplinger, KITT.AI, Kochave, Kontera, Krux, L90, Lamoda, Lattice, LiftDNA, LiveRamp, Liverpool Football Club, Localytics, Lucent Technologies, Magento, Magic Pony, MapSense, Marmot, Mars, Mastercard, Media 122, MediaMath, MediaOcean, Mediekompaniet Adapt, Merkle, MetaMind, Millennial Media, MinHash, Moat, Mocean Mobile, Moodstocks, Mopub, Movidius, MRC (Media Rating Council), Nanigans, Narvar, Nervana Systems, Nest, Neustar, News Corp, Nielsen, nToggle, NVIDIA, Opentext, Oracle, Orbeus, OthersOnline, Outback Steakhouse, OutFront Media, PageFair, PANTA Systems, Party, Pedowitz Group, Perceptio, Philips, Picasa, Pixalate, POST-Cereal PETA, PredictionIO, Proxama, Publicis, Qualcomm, Raven Tech, Razorfish, RealFace, ReaXions, RelateIQ, Reuters, RIM, RingRing Media, Rocketship Apps, Saatchi LA, Saffron Technology, SailThru, SAP, SDL, Sephora, Shine, Silverpop, Singtel, Site Scout, Sizmek, SonoTrend, Statiq, Stitchfix, StrongMail Systems, Strongview, Subway, SwiftKey, Synthace, Telefonica, TellApart, Tempo AI, Tencent, Timeful, TouchTunes, Triggit, tumplejump, Tune, Turi, Turn, Twitter, Ubiquity, Under Armour, Unilever, Uniqlo, Urban Outfitters, VERITAS India, Vision Factory, Vocal IQ, Vodafone, Walt Disney, Web Financial Group, Webtrends,, WordPress, Workday, xPerception, Yahoo, YOTTAA, YP, Zondingo, Zurich Eye.

Data & Interactive Forecast

Juniper’s Future Digital Advertising forecast suite includes:
  • Regional data splits for 8 key regions as well as country level splits for:
    • US
    • Canada
    • UK
    • Germany
  • Online advertising revenues, split by:
    • Internet display advertising
    • Internet search advertising
    • Internet video advertising
  • Mobile Internet advertising revenues, split by:
    • Internet display advertising
    • Internet search advertising
  • Mobile in-app advertising revenues, split by:
    • Display advertising
    • Rich media advertising
  • SMS Advertising
  • Online ad blocking and lost revenues, split by:
    • Internet display advertising
    • Internet search advertising
    • Internet video advertising
  • Mobile Internet ad blocking, split by:
    • Internet display advertising
    • Internet search advertising
  • Advertising Fraud & AI Platform Revenues, split by:
    • Mobile advertising
    • Online advertising
  • Interactive Excel Scenario tool allowing user the ability to manipulate Juniper’s data for 36 different metrics.
  • Access to the full set of forecast data of 325 tables and over 18,400 data points.
Juniper Research’s highly granular interactive Excels enable clients to manipulate Juniper’s forecast data and charts to test their own assumptions using the Interactive Scenario Tool; and compare select markets side by side in customised charts and tables. IFxls greatly increase clients’ ability to both understand a particular market and to integrate their own views into the model.

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Future Digital Advertising: Deep Dive Data & Forecasting 2017-2022

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Juniper’s Digital Advertising research identifies the key areas that will determine the future outlook for industry stakeholders. The study enables visualisation of which advertising channels have the greatest share, in terms of advertising spend, the fastest growing and which will generate the highest revenues over the next five years. These exhaustive forecasts are provided for smartphones, featurephones, tablets, PC & Laptops, and Smartwatches.
Additionally, the revenue loss from ad blocking technologies, lost ad spend due to fraud and Artificial Intelligence platform revenues are also forecast until 2022.

Provided in a PDF report and in interactive XL spreadsheet.

The forecasts include:
  • Revenues: Accrued from spend on advertising, split by device type, region and advertising channel.
  • Average CPM (Cost per Mille) and CPC (Cost per Click).
  • Number of Impressions: for both in-app and mobile Internet advertising, as well as the number of messages sent for message-based advertising.
  • Number of Adverts blocked through the use of ad blocking technologies and the associated lost revenues.
  • Total revenues for Advertising platforms using Artificial Intelligence for targeting strategies.
  • Total Advertising Revenue Loss due to Fraudulent Activity & Total Loss Avoided through the Identification of Advertising Fraud.
Download a summary of the forecasts above, or request a detailed list of every table and chart via  

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30 Minutes Analyst time

30 minutes of support time on the telephone with one of our expert analysts.

Analyst support is provided for the following areas:
  • Research related queries
  • Clarifying methodologies, forecast assumptions and forecast outputs
  • Identification of key market trends and opportunities

Research Details

Sam Barker
Content & Commerce
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Canada, Germany, UK, USA

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