The very notion of what constitutes a media owner is being challenged by structural shifts in the advertising market. The decades-old relationship between content, audiences and advertising is being eroded by data-rich performance channels like retail media. It has become harder to sustain publishing businesses through online display revenue alone. Yet content-creating media owners have not given up on the ad market – just look at Netflix, and its recent move into advertising.
In this Global Ad Trends report, we highlight three key trends driving change in how media companies make money, featuring interviews with experts from Politico, Roku and TVision. We also share data to demonstrate these trends in advertising investment and media consumption behaviour.
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