CRO / CEO / CMO / GTM Exec I WPP, Publicis, Oracle Advertising Cloud, Citi, Open AI, Perplexity, Twitter I 5X Exits I
https://lnkd.in/eSgjnKHv Now that it's harder for companies to programmatically share detailed customer data across platforms, ads are changing. Specifically: big advertisers and big customers are striking deals to pool their data, meaning that the old ad model is still mostly available, but only to the biggest winners. Not only does this mean that a given piece of ad inventory monetizes better when it's owned by a bigger company, but even within these deals there are scale advantages: the biggest platforms can strike more lopsided deals, and tend to do deals that increase their own data advantage even further, by gaining access to a partner's information without sharing anything in return. The net result of this is consolidation in both adtech and retail, but given who's doing the consolidating, it's less likely to take the form of M&A than of attrition from sub-scale participants.