Gartner Research

Market Trends: Create Marketing and Advertising Revenue From CSP Customer Insight

Published: 26 August 2016

ID: G00296092

Analyst(s): Charlotte Patrick

Summary

The richness of CSP data makes it interesting to advertisers, but the market has significant barriers to successful entry. This research evaluates the various product opportunities and reviews the capabilities that CSPs need to succeed.

Table Of Contents

Introduction

Market Trend

  • The Advertising/Media Vertical Is Seeing Renewed Interest From CSPs
  • CSPs Have Eight Main Opportunities in the Vertical
  • Getting the Most Value From CSP Data Requires New Skill Sets
    • Costs Must Be Kept Low
    • CSPs Can Develop Their Data Skills Over Time
    • However, There Is Significant Investment in Basic Capabilities Needs Upfront
  • CSPs Need to Purchase or Partner in the Complex Ecosystem
    • Acquisition
  • CSPs Need a Separate Organization to Support Advertising Products

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