During the acceleration of digital platforms over the last 10 years, advertisers have become dependent on Google and Meta to deliver business results. This is represented by 74 percent of global digital ad-spend going to those two businesses alone.
This looks set to change.
There were significant industry announcements from Netflix, Uber and Disney in July, causing a stir when they separately announced their intention to create advertising solutions for brands. At the time of writing, Apple has also joined, the latest to open up what has historically been a closed-off environment to advertisers.
This will fundamentally alter how we approach media planning going forward. Audiences, particularly of a younger demographic, have become harder and more expensive to target because of the fragmentation of platforms. Netflix, for example, has 222
