Features of the Competition Model at the Global Online Display Advertising Market

Global digital advertising market is constantly developing. New advertising formats and new working methods are being developed all the time. On the other hand, new restrictions and prohibitions are imposed by search engines, browsers, social networks, also internet users are increasingly blocking ads. The master's thesis is devoted to the global digital advertising market, market analysis was conducted, the analysis of dynamics and forecast of traffic volume and traffic cost were made by using adaptive prediction methods. The thesis touches upon the issue of competition. Concentration ratios were calculated, including Herfindahl–Hirschman Index, Hall-Tideman Index and Maximum share index. Major market threats were identified and impact to the display advertising market of aggressive and non-aggressive advertising were assessed. Also the Porter's Five Forces analysis was conducted.