台灣程序化購買廣告產業的競合關係和本土利基點

Abstract

網路和大數據運算科技帶動了虛擬網路世界的發展，也創造出全新的程序化購買方式的廣告產業。統計資料顯示全球數位廣告總銷售量在2018年達到2,732億美元。當前數位廣告和程序化廣告產業的全球霸主為Google，而Google結合DoubleClick Bid Manager、DoubleClick Ad Exchange、DoubleClick For Publisher的一條龍服務模式對於程序化購買廣告產業的壟斷在台灣尤其明顯。在台灣所有產業相關業者或多或少都與Google形成競合關係，必須在Google一條龍模式之下尋找利基市場。本研究利用競合理論來探討台灣程序化購買廣告產業的產業地圖、與Google的競合關係、本土廠商發展的困境和契機、本土產業供應鏈和一條龍模式發展的潛力以及未來產業的發展。

The rise of the internet and big data technologies have driven the development of virtual industries, including the completely new programmatic buy industry for digital ads. Statistics show that in 2018, total global sales of digital ads reached 273.2 billion USD. Google is currently the undoubted leader in digital ads and the programmatic buy industries, integrating its DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick For Publisher solutions to form a one-stop-shop business model, and monopolizing the market; this monopolization is particularly evident in the Taiwanese market. All relevant companies in Taiwan have to some extent a coopetitive relationship with Google, and have to seek niche markets under Google’s all-encompassing model. This study used the coopetition theory to examine the Taiwanese programmatic buy industry with regard to industry players, their coopetitive relationship with Google, developmental challenges and opportunities for local companies, localized supply chains and possibility of developing a one-stop-shop service model, as well as potential future development strategies for the industry.