Top 10 & Mid-Tier Media Outlets Boost Share Of Digital Ad Revenue
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The biggest companies last year boosted their share of U.S. advertising revenue as they harnessed their data and technology advantages, according to a report by trade group IAB and consulting firm PwC.
The “increase in top 10 market share is likely attributed to Apple’s privacy practices preferencing the largest players who have the most first-party data and closed-loop reporting,” the report said. “Greater adoption of industry-leading AI-driven personalization and measurement capabilities is also likely to be helping larger companies drive stronger growth than their smaller competitors.”
The “increase in top 10 market share is likely attributed to Apple’s privacy practices preferencing the largest players who have the most first-party data and closed-loop reporting,” the report said. “Greater adoption of industry-leading AI-driven personalization and measurement capabilities is also likely to be helping larger companies drive stronger growth than their smaller competitors.”
