The Ad Tech Renaissance – Brian O’Kelley (Jan 3, 2017)
This piece does a great job of breaking down the headline figures on the size of the online ad market into its constituent part, and argues that even though Google and Facebook dominate both ad dollars and growth in them, there’s more going on beneath the surface, and opportunities for other companies do exist in ad tech, even if not ad display. Separately, Brian argues that finding better ways to serve up ads on content sites is vital for their survival. I don’t know that I agree with all of this, but there’s some very good analysis here.
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