The shape of the digital advertising industry
A Statista DossierPlus on trends in the advertising industry worldwide
The formula is simple: media usage equals advertising spending. The ad dollars go where the consumers are and today's consumers are on the internet, social media, listening to podcasts, shopping online. Digital is the new kid on the block, and it has all the attention of the ad industry. And so, nowadays advertising happens online, in mobile games, on e-commerce platforms. Ads are embedded into audio formats and on social video sharing networks. These platforms are challenging search and traditional social media advertising.
At the same time, the digital ad industry is run by the big four - Google, Apple, Facebook and Amazon (GAFA). As the go-to sources for ad serving, networks, ad publishing, and ad services they hold the market in a firm grip. Digital advertising is concentrated around GAFA and competition is close to non-existent.
However, GAFA is at risk of facing numerous lawsuits against infringement of competition and the penalties may potentially cost them a tenth of their revenues - the industry is holding their breath as governments take steps against monopolizations of the digital sphere.
This DossierPlus reports on the shape of the digital advertising market today and aims at exploring the current trends driving it forward and/or steering it in alternative directions.
