Type of Article: MacTech Blog

As the number of screens and ad impressions continue to proliferate, advertising dollars are moving from traditional to digital environments at a staggering rate.

An important key to capturing share of the growing digital spend comes down to the ability for publishers to leverage real-time data, according to Forrester Consulting (www.forrester.com). The research group found that 65% of publishers report that they used SSP/exchange analytics data for critical operational decisions.

Spending on mobile services will grow 4% to reach US$21.4 billion in 2015, according to Gartner Inc. (www.gartner.com).

Spending on mobile services will be driven by data services, which is expected to grow 15% to reach $6.5 million in 2015, says the research group. A large chunk of this growth will be driven by the increasing use of cellular services on data-centric devices, such as tablets and notebooks, through either embedded cellular modems or USB sticks.

According to the latest market data findings from ABI Research (www.abiresearch.com), total system shipments for portable computing are predicted to reach 165 million units for full-year 2015, which is essentially flat compared to 2014 levels.

Assuming that the free upgrade promotion to Windows 10 OS offered by Microsoft is successful, much of the Windows installed base are likely to use their current computer hardware for at least a while longer. (The portable notebook PC category consists of four segments: netbooks, laptops, Chromebooks, and ultraportable PCs.)

Worldwide personal and entry-level storage (PELS) shipments declined by -9.7% year over year and -13.8% sequentially, finishing the second quarter of 2015 (2Q15) with 15.1 million units, according to the IDC research group (www.idc.com) Shipment values declined along with unit shipments, down -16.1% from a year ago to $1.2 billion.