Advertisers reappraise Big Tech | WARC | The Feed
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Advertisers reappraise Big Tech
Twitter has been grabbing the headlines in recent weeks, but this is just a footnote in a larger marketing shift that has taken place over the past year as advertisers reassess some long-held assumptions about the Big Tech landscape.
Why it matters
A survey for WARC’s Marketer’s Toolkit 2023 found that the Google-Facebook digital media duopoly is no longer the pressing concern it was two years ago. The majority of advertisers (62%) agree that a range of changing market dynamics – including the rise of TikTok and Netflix’s move into the ad space – are forcing strategic shifts from the...
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