February 08, 2017

What is becoming clear, despite some new entrants, is that economic value is coalescing around a very small number of companies with respect to digital advertisers. Perhaps 6 companies are global or nearly so, three are Chinese and a further handful exist in each of the major markets. Today’s challenge is to win with the winners and to find ways of aggregating value from what’s left particularly when the “minor” participants are still valued by their audiences for their context or authority.

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