TLRA - Programmatic Advertising: Walled Gardens May Be The Real Winners
The Changing Media Landscape
As the internet matures, the distribution of media is becoming increasingly digital and advertising dollars are following. While this trend is showing signs of slowing down, it is inevitable in the future that the vast majority of advertising spend globally is digital.
Figure 1: Global Digital Advertising Spend
(source: Created by author using data from emarketer)
The shift from linear TV to Subscription Video on Demand (SVOD) appears to be reaching a tipping point and this change alone will be responsible for a significant increase in the digital and programmatic