Supply Concentration: Handful Of Media Companies Capture Majority Of Spend
Ad Monsters
MAY 11, 2022
A wise person once told me that ad spend flows to the least resistant path. That explains a lot about how the triopoly has been able to maintain its stronghold of the majority of ad spend (roughly 85%), even though it’s getting much harder to target the people who actually want to buy stuff. Together, they know a heck of a lot about all of the people that advertisers want to reach and their walled gardens have been the most effective way of reaching those people for cheap.
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