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封面
市场调查报告书
商品编码
2001175

2026年全球数位行销与广告科技领域的十大策略要务

Top 10 Strategic Imperatives for Digital Marketing and Advertising Technology, Global, 2026
出版日期: | 出版商: Frost & Sullivan | 英文 33 Pages | 商品交期: 最快1-2个工作天内

价格
简介目录

Frost & Sullivan公司《2026年全球数位内容服务转型之路》

本报告为数位行销和广告技术（AdTech/MarTech）产业提供了明确的策略蓝图，该产业将在 2026 年迎来转型。这不仅仅是一次分阶段的更新，该行业正在经历一场根本性的重组，从分散的点解决方案环境转向整合收入智慧和自主编配的环境。

到2026年，媒体、商业和技术的融合将发展成熟为“代理经济”，届时，行业运营的基础将由能够自主推理和执行的基于代理的人工智能支撑。这一演变势在必行，原因在于三个关键的宏观经济因素：传统行销管道的彻底崩坏、以隐私为先的法规环境造成了信号荒漠，以及对营运效率的强烈需求，而这种需求仅靠主导团队已无法满足。

「战略要务8™」框架

为了帮助经营团队应对这些压力，本报告确定了 2026 年十大策略要务(SI)。这些策略要务是根据Frost & Sullivan公司专有的「策略要务 8™」框架进行组织的，该框架分析了以下八个关键类别中造成成长压力的因素：

  • 颠覆性技术：改变产业运作方式的创新，例如边缘程序化广告。
  • 创新经营模式：重新定义价值提案的新型态收入模式，例如「注意力即服务」。
  • 变革性大趋势：定义未来世界的全球趋势，包括向结果自主的转变
  • 压缩顾客价值链：减少顾客旅程中的摩擦和步骤（SPO 2.0）
  • 产业融合：透过不同产业之间的合作，探索新的市场机会，例如汽车产业和广告科技产业之间的合作。
  • 地缘政治动盪：全球动盪和监管碎片化影响贸易和安全。
  • 竞争加剧：由「数位优先」模式驱动的新一轮竞争正在挑战传统做法。
  • 内部挑战：阻碍必要改变的组织行为

本文件的目的

本书旨在为The Trade Desk、Adobe、Google、Salesforce和Magnite等公司的执行长、成长策略团队和产业领导者提供策略指导。本书旨在帮助企业转变方向，从被动应对转变为主动出击，从而在资讯革命的浪潮中生存下来，并在日益复杂的市场生态系统中把握新的机会。本书涵盖的每项挑战都包含影响评分、策略时间表以及切实可行的步骤，帮助企业不仅适应环境，更能蓬勃发展。

目录

变革数位行销与广告技术

  • 变革性大趋势：结果自主性－从自动化转向基于代理的人工智慧转变
  • 创新经营模式：商业数据的流动性－零售媒体作为全通路的货币
  • 变革性大趋势：主权身分－个人资料保险库（PDV）的主流化
  • 内部挑战：营收情报－打破行销与销售执行中资讯的孤岛
  • 压缩客户价值链：供应链路径优化 (SPO) 2.0 - 大幅优化供应链
  • 产业融合：整合视讯时代－程序化联网电视与线性广播的融合
  • 创新经营模式：注意力即服务 (AaaS)－超越代理指标的方法
  • 颠覆性技术：生成式创新优化（GCO）－大规模个人化
  • 变革性大趋势：永续广告技术－将脱碳作为采购标准
  • 颠覆性科技：边缘程式化广告－保护隐私的装置内广告竞标

成长团队间协作对未来转型带来的益处与影响。

转型研讨会

下一步：变革性成长伙伴关係

  • 附录：成长对话：Frost成长教练与专家－与Frost团队的对话
  • 附录：变革性成长引擎－CEO成长平台
  • 附录：如何说故事：销售通路加速器 - 品牌赋能
  • 附录：技术愿景：技术整合策略- 3000 Technologies
  • 附录：支援成长机会－端到端产业策略/实施分析驱动成长
  • 附录：Frost Radar™
  • 附录：Frost Radar™指数：2项关键指数、10项分析要素、1个平台
  • 附录：透过 10 个成长流程实施最佳实践
  • 附录：知名公司
简介目录
Product Code: KC56-70

A Transformation Journey in Frost & Sullivan's Digital Content Services, Global, 2026

This report provides a definitive strategic roadmap for the digital marketing and advertising technology (AdTech/MarTech) sector as it enters a transformative era in 2026. Moving beyond incremental updates, the industry is undergoing a fundamental architectural restructuring-shifting from a landscape of fragmented point solutions to one of unified revenue intelligence and autonomous orchestration.

By 2026, the convergence of media, commerce, and technology has matured into an agentic economy, where the operational backbone of the industry is powered by agentic AI capable of autonomous reasoning and execution. This evolution is necessitated by 3 critical macro-forces: the total collapse of the traditional marketing funnel, a privacy-first regulatory reality that has created a signal desert, and an intense demand for operational efficiency that human-led teams can no longer sustain alone.

The Strategic Imperative 8-TM Framework

To help leadership teams navigate these pressures, this deliverable identifies the Top 10 Strategic Imperatives (SIs) for 2026. These SIs are mapped against Frost & Sullivan's proprietary Strategic Imperative 8-TM framework, which analyzes the factors creating pressure on growth across 8 critical categories:

  • Disruptive Technologies: Innovations, such as Edge Programmatic, which alter how industries operate
  • Innovative Business Models: New revenue models, such as Attention as a Service, which redefine value propositions
  • Transformative Megatrends: Global forces, including the shift to outcome autonomy, which define the future world
  • Customer Value Chain Compression: The reduction of friction and steps in the customer journey (SPO 2.0)
  • Industry Convergence: Collaboration between disparate industries, such as Automotive and AdTech, to find whitespace
  • Geopolitical Chaos: Global disorder and regulatory fragmentation that impacts trade and security
  • Competitive Intensity: New waves of competition from digital-first models that challenge conventions
  • Internal Challenges: Organizational behaviors that prevent the required change

Purpose of this Deliverable

This document serves as a strategic guide for CEOs, growth teams, and industry leaders at firms such as The Trade Desk, Adobe, Google, Salesforce, and Magnite. It is designed to move organizations from a reactive posture to one of proactive leadership, providing the necessary pivots to survive the Intelligence Revolution and capture new market potential in an increasingly complex ecosystem. Each imperative included herein contains an Impact Score, a strategic timeline, and actionable responses to ensure that organizations not only adapt but thrive.

Table of Contents

Transformation in Digital Marketing and Advertising Technology

  • Transformative Megatrends: Outcome Autonomy - The Shift from Task Automation to Agentic AI
  • Innovative Business Models: Commerce Data Liquidity - Retail Media as an Omnichannel Currency
  • Transformative Megatrends: Sovereign Identity - Mainstream Adoption of Personal Data Vaults (PDVs)
  • Internal Challenges: Revenue Intelligence - Collapsing the Marketing-Sales Execution Silo
  • Customer Value Chain Compression: Supply Path Optimization (SPO) 2.0 - Radical Supply Chain Efficiency
  • Industry Convergence: The Unified Video Era - Programmatic CTV and Linear Convergence
  • Innovative Business Models: Attention as a Service (AaaS) - Moving Beyond Proxy Metrics
  • Disruptive Technologies: Generative Creative Optimization (GCO) - Personalization at Scale
  • Transformative Megatrends: Sustainable AdTech - Decarbonization as a Procurement Standard
  • Disruptive Technologies: Edge Programmatic - Privacy-Safe On-Device Ad Auctions

Benefits & Impacts of Aligning the Growth Team on the Coming Transformation

Transformation Workshop

Next Steps: The Transformational Growth Partnership

  • APPENDIX: Growth Dialogue: Frost Growth Coach & Experts - Talk with Team Frost
  • APPENDIX: Transformational Growth Engine-CEO's Growth Platform
  • APPENDIX: Telling Your Story: Sales Pipeline Accelerator - Brand Powering
  • APPENDIX: TechVision: Technology Integration Strategy - 3000 Technologies
  • APPENDIX: Growth Opportunity Support - Strategy/Implementation End-to-End Industry Analytics Drive Your Growth
  • APPENDIX: Frost Radar-TM
  • APPENDIX: Frost Radar-TM Metrics: 2 Major Indices, 10 Analytical Ingredients, 1 Platform
  • APPENDIX: Best Practices Implementation with the 10 Growth Process
  • APPENDIX: Companies to Action