Gartner Research

Market Trends: CSPs Must Transform Their Advertising Model

Published: 29 June 2017

ID: G00330156

Analyst(s): Ibo Sanz Castedo

Summary

Advertising has been identified as one of the largest adjacent markets for communications service providers; despite many efforts, most have failed to achieve a relevant position. Technology strategic planners at CSPs can use this research to better target their investments in advertising projects.

Table Of Contents

Introduction

Market Trend

  • CSPs Can Choose From Three Strategic Positions to Compete in the Advertising Market
    • Publisher
    • Ad Tech
    • Data Provider
  • Few Strategic Imperatives Are as Important as the Ability to Accurately Track Customers or Prospects
    • Publisher
    • Ad Tech
    • Data Provider
  • Digital Advertising Market Is Less Transparent and More Complex Than Expected
  • Marketing Executives Are Looking Beyond Advertising
    • Publisher
    • Ad Tech
    • Data Provider

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