The advertising industry is being split in two by an iceberg effect, said Ian Whitaker, a research analyst and advisor, PPC Land reports. Visible above the surface are advertisers like
Pepsi, Coca-Cola and Unilever, that traditional agencies have always served. Below the surface are small and medium-sized advertisers that never engage agencies, but work directly with
platforms. Roughly 40% to 45% of all global advertising spend now comes from that lower segment, and that its share is growing year-over-year, Whitaker estimated.
Whitaker made his remarks during a conversation with Daniel Knapp, IAB Europe’s chief economist.Read the whole story at PPC Land »