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市场调查报告书
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1597669

动态广告插入市场报告：2030 年趋势、预测与竞争分析

Dynamic Ad Insertion Market Report: Trends, Forecast and Competitive Analysis to 2030
出版日期: | 出版商: Lucintel | 英文 150 Pages | 商品交期: 3个工作天内

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简介目录

动态广告插入趋势和预测

到 2030 年，全球动态广告插入市场预计将达到 80 亿美元，2024 年至 2030 年复合年增长率为 11.5%。该市场的主要驱动因素是 OTT 数位广告需求不断增长、先进数位行销需求不断增长以及影片串流服务采用率不断上升。全球动态广告插入市场的未来充满希望，媒体和娱乐、电子商务、通讯和金融市场充满机会。

  • 根据产品类型，Lucintel 预计基于网路的产品将在预测期内实现高速成长。
  • 从地区来看，由于快速的数位转型和数位视讯内容（包括 OTT）串流服务和视讯点播（VoD）平台的Over-The-Top，亚太地区仍然是最大的地区。

动态广告插入市场的策略成长机会

动态广告插入市场在各个应用领域都有多个策略成长机会。这些机会与广告商和广播公司不断变化的趋势一致，并且有扩大市场的创造力空间。

  • 串流媒体服务：串流媒体服务的日益普及对于 DAI 来说是一个巨大的机会。 CTV 平台需要先进的广告插入技术来向观众提供相关的客製化广告。这项机会正在培养 DAI 解决方案的创造力，旨在提高广告成效和消费者参与度。
  • 数位户外广告：数位户外广告 (DOOH) 产生的软体主导媒体是最大的实体行销和广告市场，正在为将 DAI 纳入户外广告提供更多空间。因此，透过 DAI 系统提供相关广告的能力正在提高依赖 DOOH 的广告宣传的效率。
  • 行动广告：行动广告的成长为 DAI 解决方案创造了新的市场区隔和扩展机会，这些解决方案可以在行动应用程式和网站上投放相关广告。行动 DAI 解决方案非常适合这种环境，因为它们甚至可以在所利用的行动 DAI 装置上提供广告缺口的解决方案。
  • 互动电视广告：互动电视广告是 DAI 正在探索的一个未来收益来源的领域，有潜力提供有趣且引人入胜的广告。将 DAI 添加到互动电视广告中可以提高消费者的广告体验和回应能力。
  • 程序化广告网路：程序化广告网路的发展正在推动自动化、资料驱动的广告投放的 DAI 解决方案的进步和市场化。 DAI 技术不断改进，优化广告定位和监控效果，加速程式化广告的成长。

凭藉这些策略成长机会，动态广告插入市场也正在扩展到串流媒体、行动和互动广告等新领域。因此，多个参与者正在认识到这些机会，并进一步开发 DAI 解决方案以促进市场成长。

动态广告插入市场的驱动因素与挑战

动态广告插入市场由多种因素驱动，并受到影响其成长和开拓的各种挑战的挑战。这些包括积极和消极的方面，例如技术变革、经济状况以及每个地区的监管性质。

推动动态广告插入市场的因素包括：

  • 人工智慧技术进步：机器学习和资料分析工具是支援 DAI 市场成长的关键因素。这些改进了定位、个人化和整体广告效果，促进了各种商业和创新领域对 DAI 解决方案不断增长的需求。
  • 对个人化广告的需求不断增长对个人化广告的需求不断增长，进一步推动了 DAI 技术的使用。人们对提供个人和情感益处的广告更感兴趣，从而产生更相关和更有效的广告。
  • 数位插入技术的成长：DAI 解决方案的成长与数位媒体视野的扩展同时发生，包括串流媒体和行动应用程式。数位内容消费趋势的扩大导致了更复杂的广告插入系统的逐步构建，这些系统可以将广告放置在多方面的媒体中。
  • 程序化购买的兴起：程序化广告的扩张推动了 DAI 解决方案的使用增加。程序化广告网路正在透过优化广告获取流程并最大限度地提高宣传活动效果和效率来增强其 DAI 功能。
  • 监管问题：GDPR、CCPA 等立法和其他资料隐私合规措施正在影响 DAI 市场。公司必须实施 DAI 技术，以确保用户资料受到保护，同时实现有效的广告定位。了解法律要求对于技术采用和市场成长至关重要。

动态广告插入市场面临的挑战是：

  • 高实施成本：实施现代 DAI 解决方案的高成本可能成为许多企业的障碍。其中许多公司必须购买昂贵的系统和基础设施，这限制了它们的接受度，特别是对于小型企业而言。
  • 整合问题：DAI 解决方案和系统的成功实施需要与现有广告和内容传送机制适当整合。确保与新技术无缝集成，同时保护系统性能和可靠性是企业关心的问题。
  • 资料安全问题：资料隐私问题是 DAI 市场的关键问题之一。企业需要采取严格的措施，确保在尊重隐私的同时提供有效的定向广告解决方案。

该公司的员工队伍包括年轻、才华横溢的专业人士，他们了解开发塑造市场成长的动态广告插入解决方案的驱动因素和挑战。科技的发展，加上对个人化广告的需求不断增长，正在推动市场的成长。然而，高成本和监管合规性仍然是障碍。解决这些问题对于企业在不断变化的环境中蓬勃发展至关重要。

目录

第一章执行摘要

第二章全球动态广告插入市场：市场动态

  • 简介、背景、分类
  • 供应链
  • 产业驱动因素与挑战

第三章 2018-2030年市场趋势及预测分析

  • 宏观经济趋势（2018-2023）与预测（2024-2030）
  • 全球动态广告插入市场趋势（2018-2023）与预测（2024-2030）
  • 依产品类型：全球动态广告插入市场
    • 基于网路的
    • 基于应用程式
  • 按应用程式：全球动态广告插入市场
    • 视讯串流
    • 电视转播
    • 智慧型手机
    • 其他的
  • 按最终用途产业分類的全球动态广告插入市场
    • 媒体和娱乐
    • 电子商务
    • 通讯
    • 金融
    • 其他的

第四章 2018-2030年区域市场趋势及预测分析

  • 按地区分類的全球动态广告插入市场
  • 北美动态广告插入市场
  • 欧洲动态广告插入市场
  • 亚太地区动态广告插入市场
  • 其他地区充满活力的广告插入市场

第五章 竞争分析

  • 产品系列分析
  • 营运整合
  • 波特五力分析

第六章 成长机会与策略分析

  • 成长机会分析
    • 按产品类型分類的全球动态广告插入市场成长机会
    • 全球动态广告插入市场成长机会（按应用程式）
    • 最终用途产业的全球动态广告插入市场成长机会
    • 按地区分類的全球动态广告插入市场成长机会
  • 全球动态广告插入市场新趋势
  • 战略分析
    • 新产品开发
    • 扩大全球动态广告插入市场的容量
    • 全球动态广告插入市场中的合併、收购与合资企业
    • 认证和许可

第七章主要企业概况

  • Google
  • Adobe
  • SpotX
  • Amagi Media Labs
  • Harmonic
  • Encoding.com
  • Vidillion
  • Edgeware
  • Yospace Technologies
  • Gourmet Ads
简介目录

Dynamic Ad Insertion Trends and Forecast

The future of the global dynamic Ad insertion market looks promising with opportunities in the media and entertainment, e-commerce, telecommunication, and finance markets. The global dynamic Ad insertion market is expected to reach an estimated $8.0 billion by 2030 with a CAGR of 11.5% from 2024 to 2030. The major drivers for this market are the rising demand for digital advertisement in OTT, the growing demand for advanced digital marketing, and the rising adoption of video streaming services.

  • Lucintel forecasts that, within the product type category, web-based is expected to witness higher growth over the forecast period.
  • In terms of regions, APAC will remain the largest region due to rapid digital transformation and the rising popularity of digital video content, including over-the-top (OTT) streaming services and video-on-demand (VoD) platforms.

Gain valuable insights for your business decisions with our comprehensive 150+ page report.

Emerging Trends in the Dynamic Ad Insertion Market

Several trends are contributing to the transformation of the dynamic ad insertion market. These trends are helping bring about innovations and determining the effectiveness of ad campaigns on various platforms.

  • AI and machine learning integration: The integration of AI and machine learning in DAI is improving ad targeting and personalization. Machine learning-based advertisement technology applies these technologies to improve the relevance of ads to users, thus increasing possible engagement and conversions. Real-time optimization through the use of AI insights is making advertising more efficient as ad budgets are better utilized for campaigns that are working.
  • Programmatic advertising expansion: The increasing availability of programmatic advertising in the DAI market is mainly due to the fact that DAI is associated with automated ad buying, which is dynamic. This helps enhance ad performance optimally within the appropriate target audiences as advertisements embed multimedia targeting, thus preventing wastage. There is an improvement in ad quality and return on investment due to the rise of programmatic DAI.
  • Cross-platform ad integration: Increasingly, cross-platform ad integration is allowing ad cross-device targeting by deploying user ads across devices and platforms. This is mainly because advertisers need to have an aligned ad approach as multiple users pass through different touchpoints, such as devices. Better cross-platform capabilities are enhancing the influence ads have on user experience.
  • Data privacy and security: With advanced analytics focus on data protection. Due to a better understanding of the protection of customer information, DAI solutions are now becoming compliance-driven with laws such as GDPR and CCPA. This trend is informing the evolution of privacy-first advertising technologies, where user data is protected while still allowing for the provision of personalized and impactful advertisements.
  • Daunting big data visualization: Solutions are breaking out due to the boom in data visualization. Accountants are now implementing new systems that allow the visualization of ad performance and activity of targeted individuals. This also encompasses the application of big data and analytics in advertising by employing activity-based advertising and determining the budget allocated for each advertising activity. Improved analytics capabilities are allowing advertisers to measure and evaluate the effectiveness of their advertising campaigns.

These trends are changing the dynamic ad insertion market by improving targeting accuracy, increasing programmatic capacities, and solving concerns regarding data privacy. The integrated use of AI, advanced analytics, and cross-platform approaches is changing the dynamics of advertising and how it is optimized, creating new opportunities for growth and development in the market.

Recent Developments in the Dynamic Ad Insertion Market

The last few years in the development of the dynamic ad insertion market emphasize improvements in technology, convergence, and policy. These changes are determining the growth of the market and setting the direction for the future.

  • Belief-based insights: The construction of advanced AI-based DAI development is making ad targeting more effective. The more sophisticated AI systems are for ad targeting, the more effective they become. Techniques included in other advertising systems can study immense volumes of user activity in a short time, so only relevant ads are provided at the right time. This progress is stimulating the use of DAI-related processes across the board.
  • Improved programmatic ad platforms: Efforts to enhance programmatic ad platforms are making DAI better and more effective. These are platforms that allow the automatic purchasing of ads while facilitating their real-time optimization for more precise targeting. The evolution of programmatic advertising is broadening the reach of DAI solutions, increasing their scope and relevance.
  • Integration with OTT platforms: The combination of DAI and OTT platforms is allowing for better ad placements in a digital streaming environment. This development enables contextual insertion of advertisements within a video, which helps keep the viewers focused on the content while the ads are running. The growth of new OTT service platforms is driving a revolution in DAI technologies.
  • Focus on data privacy compliance: The movement towards data privacy compliance has led to the creation of compliant DAI systems. Such solutions are particularly suited to operate in highly regulated environments, such as GDPR, CCPA, and other regulations that restrict how data is collected and used while still delivering targeted ads. Stricter privacy requirements are influencing how DAI technologies are designed and executed.
  • Cross-device ad delivery: Innovations in cross-device ad delivery technology have made it possible to create more engaging and impactful advertisement experiences. It makes it possible to present a single advertisement on different devices and platforms to meet a single user. Cross-device functionalities are improving DAI solutions in scope and performance.

These and other developments are affecting the dynamic ad insertion market by optimizing targeting, facilitating programmatic and cross-platform extensions, and helping with data protection. Companies are utilizing these developments to become more efficient in advertising and increase growth within the market.

Strategic Growth Opportunities for Dynamic Ad Insertion Market

There are several strategic growth opportunities in the dynamic ad insertion market across various application areas. These opportunities align with the changing trends of advertisers and broadcasters, offering a scope for creativity and broadening the market.

  • Streaming services: The increasing popularity of streaming services presents a great opportunity for DAI. CTV platforms demand advanced advertisement insertion technology to place relevant and customized ads within their audience. This opportunity is nurturing creativity within DAI solutions aimed at improving ad effectiveness and consumer engagement.
  • Digital out-of-home advertising: Software-driven media being generated in the largest market for physical marketing and advertising-digital out-of-home advertising (DOOH)-is picking up more scope for DAI incorporation in outdoor advertising. For this reason, the ability to serve relevant advertising through DAI systems is improving the efficiency of advertising campaigns that rely on DOOH.
  • Mobile advertising: The growth of mobile advertising presents additional market segments and expansion opportunities for DAI solutions capable of offering relevant advertising in mobile apps and websites. Mobile DAI solutions are suitable for this environment as they provide a solution to the advertising gap, even with the mobile DAI devices that are being utilized.
  • Interactive TV advertising: Interactive television advertising is an area that DAI is exploring as a future revenue stream, with a scope to provide interesting and attractive advertising. Augmenting DAI into interactive TV ads enhances the consumer's ad experience and responsiveness.
  • Programmatic ad networks: The growth of programmatic ad networks is bringing advances and increased marketability for DAI solutions geared toward automated and data-driven ad placement. DAI technologies have continued to improve, optimizing the targeting of ads and monitoring their effectiveness, hastening growth in the programmatic style of advertising.

With these strategic growth opportunities, the dynamic ad insertion market is addressing newer areas in streaming, mobile, and interactive advertising. As a result, several players are realizing these opportunities and developing their DAI solutions further to enhance market growth.

Dynamic Ad Insertion Market Driver and Challenges

The dynamic ad insertion market is driven by a number of factors and challenged by various issues that affect its growth and development. These include both positive and negative aspects, such as technological changes, economic status, and the nature of regulations within each region.

The factors responsible for driving the dynamic ad insertion market include:

  • Technological advancements in AI: Machine learning and data analytics tools are key factors supporting DAI market growth. They improve targeting, personalization, and overall ad effectiveness, contributing to a higher demand for DAI solutions across various business and creative sectors.
  • The increasing demand for personalized ads: The growing demand for personalized ads is further driving the use of DAI technology. People engage with ads that offer personal and emotional benefits, leading to more relevant and effective advertising.
  • Growth of digital insertion technologies: The growth of DAI solutions aligns with the expansion of digital media horizons, including streaming and mobile apps. The broadening consumption trends of digital content lead to the gradual building of more complex ad insertion systems capable of placing ads in multifaceted media.
  • Rise of programmatic purchasing: The increasing use of DAI solutions is attributed to the expansion of programmatic advertising. Programmatic ad networks enhance DAI features by optimizing ad acquisition processes and maximizing the effectiveness and efficiency of campaigns.
  • Regulatory concerns: Legalities such as GDPR, CCPA, and other data privacy compliance measures are influencing the DAI market. Companies must implement DAI technologies that ensure users' data is protected while still allowing for effective ad targeting. Understanding legal requirements is essential for the technology's adoption and market growth.

Challenges in the dynamic ad insertion market include:

  • High implementation costs: High costs involved in adopting modern DAI solutions are sometimes a hindrance for many firms. Most of these companies must purchase expensive systems and infrastructure, which limits acceptance, especially for smaller companies.
  • Integration concerns: Successful deployment of DAI solutions and systems requires proper integration with existing advertising and content distribution mechanisms. Protecting the performance and reliability of systems while achieving seamless integration with new technologies is a concern for companies.
  • Data security issues: Data privacy challenges are one of the key issues in the DAI market. It is necessary for companies to implement strict measures and make their solutions both privacy-friendly and effective for targeted advertising.

Employees of the company include young, able-bodied specialists who comprehend the drivers and challenges in developing dynamic ad insertion solutions that shape market growth. The growth of the technology, paired with the increasing demand for personalized ads, is spurring market growth. However, high costs and regulatory compliance remain hurdles. Solving these issues will be crucial for companies to prosper in the changing landscape.

List of Dynamic Ad Insertion Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. With these strategies dynamic Ad insertion companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the dynamic Ad insertion companies profiled in this report include-

  • Google
  • Adobe
  • SpotX
  • Amagi Media Labs
  • Harmonic
  • Encoding.com
  • Vidillion
  • Edgeware
  • Yospace Technologies
  • Gourmet Ads

Dynamic Ad Insertion by Segment

The study includes a forecast for the global dynamic Ad insertion by product type, application, end use industry, and region.

Dynamic Ad Insertion Market by Product Type [Analysis by Value from 2018 to 2030]:

  • Web-Based
  • App-Based

Dynamic Ad Insertion Market by Application [Analysis by Value from 2018 to 2030]:

  • Video Streaming
  • Broadcast TV
  • Mobile
  • Others

Dynamic Ad Insertion Market by End Use Industry [Analysis by Value from 2018 to 2030]:

  • Media and Entertainment
  • E-Commerce
  • Telecommunications
  • Finance
  • Others

Dynamic Ad Insertion Market by Region [Analysis by Value from 2018 to 2030]:

  • North America
  • Europe
  • Asia Pacific
  • The Rest of the World

Country Wise Outlook for the Dynamic Ad Insertion Market

The dynamic ad insertion (DAI) market is witnessing significant developments as advertisers and broadcasters look for more efficient and focused forms of advertising. Changes in key regions over recent months can be associated with developments in technology, shifts in consumer preferences, and a rise in the demand for customized ads. The United States, China, Germany, India, and Japan are actively investing and offering new solutions to usher in the new era of DAI.

  • United States: The DAI market in the US has made notable progress with the uptake of AI-powered targeting and real-time analytics. Targeted and programmatic ads are already being delivered by major broadcasters and streaming services, which are taking these technologies to the next level. Improved performance and expansion of DAI solutions are being experienced due to the increased adoption of advanced data management platforms and growing use of programmatic advertising.
  • China: The DAI market in China has grown rapidly due to the emergence of digital video platforms and increased internet access. Advertisements in China are targeted based on big data and AI techniques, which are highly advanced. To address the growing audience for online videos, Chinese tech companies are heavily investing in the creation of advanced DAI, resulting in improved and more targeted ad distribution methods.
  • India: India's DAI market is adapting as digital streaming services gain momentum and more citizens educate themselves on smartphone use. For example, the target audience for DAI solutions is expanding to overseas markets, with affordable and effective DAI approaches being sought. New ad techniques and targeted advertisements are allowing Indian businesses to better engage with their regional audiences and increase advertising profits.
  • Japan: Japan's DAI market is marked by technological advancements and penetration of digital media. Japanese companies are now adopting high-level AI and ML to improve ad targeting. The increased use of DAI systems is being observed, with new collaborations between broadcasters and hardware manufacturers driving faster-paced development.

Features of the Global Dynamic Ad Insertion Market

Market Size Estimates: Dynamic Ad insertion market size estimation in terms of value ($B).

Trend and Forecast Analysis: Market trends (2018 to 2023) and forecast (2024 to 2030) by various segments and regions.

Segmentation Analysis: Dynamic Ad insertion market size by product type, application, end use industry, and region in terms of value ($B).

Regional Analysis: Dynamic Ad insertion market breakdown by North America, Europe, Asia Pacific, and Rest of the World.

Growth Opportunities: Analysis of growth opportunities in different product types, applications, end use industries, and regions for the dynamic Ad insertion market.

Strategic Analysis: This includes M&A, new product development, and competitive landscape of the dynamic Ad insertion market.

Analysis of competitive intensity of the industry based on Porter's Five Forces model.

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This report answers following 11 key questions:

  • Q.1. What are some of the most promising, high-growth opportunities for the dynamic Ad insertion market by product type (web-based and app-based), application (video streaming, broadcast TV, mobile, and others), end use industry (media and entertainment, e-commerce, telecommunications, finance, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
  • Q.2. Which segments will grow at a faster pace and why?
  • Q.3. Which region will grow at a faster pace and why?
  • Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
  • Q.5. What are the business risks and competitive threats in this market?
  • Q.6. What are the emerging trends in this market and the reasons behind them?
  • Q.7. What are some of the changing demands of customers in the market?
  • Q.8. What are the new developments in the market? Which companies are leading these developments?
  • Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
  • Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
  • Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?

Table of Contents

1. Executive Summary

2. Global Dynamic Ad Insertion Market : Market Dynamics

  • 2.1: Introduction, Background, and Classifications
  • 2.2: Supply Chain
  • 2.3: Industry Drivers and Challenges

3. Market Trends and Forecast Analysis from 2018 to 2030

  • 3.1. Macroeconomic Trends (2018-2023) and Forecast (2024-2030)
  • 3.2. Global Dynamic Ad Insertion Market Trends (2018-2023) and Forecast (2024-2030)
  • 3.3: Global Dynamic Ad Insertion Market by Product Type
    • 3.3.1: Web-Based
    • 3.3.2: App-Based
  • 3.4: Global Dynamic Ad Insertion Market by Application
    • 3.4.1: Video Streaming
    • 3.4.2: Broadcast TV
    • 3.4.3: Mobile
    • 3.4.4: Others
  • 3.5: Global Dynamic Ad Insertion Market by End Use Industry
    • 3.5.1: Media and Entertainment
    • 3.5.2: E-commerce
    • 3.5.3: Telecommunications
    • 3.5.4: Finance
    • 3.5.5: Others

4. Market Trends and Forecast Analysis by Region from 2018 to 2030

  • 4.1: Global Dynamic Ad Insertion Market by Region
  • 4.2: North American Dynamic Ad Insertion Market
    • 4.2.1: North American Market by Product Type: Web-Based and App-Based
    • 4.2.2: North American Market by End Use Industry: Media and Entertainment, E-commerce, Telecommunications, Finance, and Others
  • 4.3: European Dynamic Ad Insertion Market
    • 4.3.1: European Market by Product Type: Web-Based and App-Based
    • 4.3.2: European Market by End Use Industry: Media and Entertainment, E-commerce, Telecommunications, Finance, and Others
  • 4.4: APAC Dynamic Ad Insertion Market
    • 4.4.1: APAC Market by Product Type: Web-Based and App-Based
    • 4.4.2: APAC Market by End Use Industry: Media and Entertainment, E-commerce, Telecommunications, Finance, and Others
  • 4.5: ROW Dynamic Ad Insertion Market
    • 4.5.1: ROW Market by Product Type: Web-Based and App-Based
    • 4.5.2: ROW Market by End Use Industry: Media and Entertainment, E-commerce, Telecommunications, Finance, and Others

5. Competitor Analysis

  • 5.1: Product Portfolio Analysis
  • 5.2: Operational Integration
  • 5.3: Porter's Five Forces Analysis

6. Growth Opportunities and Strategic Analysis

  • 6.1: Growth Opportunity Analysis
    • 6.1.1: Growth Opportunities for the Global Dynamic Ad Insertion Market by Product Type
    • 6.1.2: Growth Opportunities for the Global Dynamic Ad Insertion Market by Application
    • 6.1.3: Growth Opportunities for the Global Dynamic Ad Insertion Market by End Use Industry
    • 6.1.4: Growth Opportunities for the Global Dynamic Ad Insertion Market by Region
  • 6.2: Emerging Trends in the Global Dynamic Ad Insertion Market
  • 6.3: Strategic Analysis
    • 6.3.1: New Product Development
    • 6.3.2: Capacity Expansion of the Global Dynamic Ad Insertion Market
    • 6.3.3: Mergers, Acquisitions, and Joint Ventures in the Global Dynamic Ad Insertion Market
    • 6.3.4: Certification and Licensing

7. Company Profiles of Leading Players

  • 7.1: Google
  • 7.2: Adobe
  • 7.3: SpotX
  • 7.4: Amagi Media Labs
  • 7.5: Harmonic
  • 7.6: Encoding.com
  • 7.7: Vidillion
  • 7.8: Edgeware
  • 7.9: Yospace Technologies
  • 7.10: Gourmet Ads