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The digital advertising theme consists of companies that sell, buy or manage advertising spaces
on digital mediums such as mobile phones, in-apps, video, audio, written content, and any other
emerging digital channels. It also includes companies that make the buying and selling process
automated, more efficient, and easier through data, analytics, or software development. Sources
According to ARK Invest, by the end of 2021, global digital advertising totaled $440 billion,
which is 62% of the total advertising market, and it is expected to grow at an 11% compounded
annual rate in the next eight years to $1 trillion by the end of 2029. Source
Drivers of Growth
Trends to Watch
The important question is whether consumers' concerns and regulators and device-makers responses through the elimination of the 3rd party cookies and limiting cross-app tracking are
barriers to digital advertisement growth in the coming years. Companies such as The Trade Desk have developed new solutions, and companies such as Alphabet are tweaking their
approach, and consumers may still voluntarily provide access to their information.
Blockchain and Advertising:
There are two advantages to the blockchain platform. The first one is in its ledger structure.
This means once you spend money online, everyone in the network knows that money is being
spent. So, advertising blockchain can create more transparency on buying which ad inventory.
But a more exciting aspect is the ability to reward users for the advertisements they see
through tokens and enable them to share their profile and information only with companies
and ad providers they like. Assuming it is pretty easy for a user to set up an identity and
decide what to share and with whom to share, the platform can reward the user for watching
or interacting with specific ads with tokens. There is a blockchain project called Brave that
plans to achieve something similar, and it would be interesting to track its progress. Source.
Stock Card Digital Advertising Theme
There are several sub-segments in the digital advertising market. Traditionally, market research companies divide the industry based on the medium. For example, mobile and social advertising are two of the most common subsegments of the overall market. However, at Stock Card, we focus on the ways stock market investors would prefer to divide the market and invest in them. As such, we created the following sub-segments:
The world of digital advertising is wide and ever-expanding. Naturally, some companies could
still be a part of the theme, but either there aren't too many of them, or their focus is too
arrow or adjacent to the core digital advertising activities that we exclude from the list.
Theme Creation & Refresh Methodology
To create and refresh Stock Card's Digital Advertising theme, we followed a few steps:
How To Use It
Use the search bar on StockCard's website to look for and access Stock Card's digital advertising theme and its subsegment.
You can also use those themes to create a digital advertising Screener of stocks or ETFs that
meet your additional fundamental or technical filters.