{"id":1726,"date":"2021-11-27T07:35:12","date_gmt":"2021-11-27T06:35:12","guid":{"rendered":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/27\/are-the-emerging-titans-of-adtech-credible-competition-to-google-and-facebook-forbes\/"},"modified":"2021-11-27T07:35:12","modified_gmt":"2021-11-27T06:35:12","slug":"are-the-emerging-titans-of-adtech-credible-competition-to-google-and-facebook-forbes","status":"publish","type":"post","link":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/27\/are-the-emerging-titans-of-adtech-credible-competition-to-google-and-facebook-forbes\/","title":{"rendered":"Are The Emerging Titans Of AdTech Credible Competition To Google And Facebook? &#8211; Forbes"},"content":{"rendered":"<div class=\"cfbc967f0983488262956e73eca9483a\" data-index=\"1\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3859091246952232\" crossorigin=\"anonymous\"><\/script>\r\n<!-- blok -->\r\n<ins class=\"adsbygoogle\" data-ad-client=\"ca-pub-3859091246952232\" data-ad-slot=\"1334354390\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n\n<\/div>\n<p>If there\u2019s one truism in digital advertising, it\u2019s that there\u2019s Google, there\u2019s Facebook, and then there\u2019s everyone else. After all, the adtech duopoly raked in 65% of digital ad revenue in 2021, <a href=\"https:\/\/www.emarketer.com\/content\/google-facebook-amazon-account-over-70-of-us-digital-ad-spending\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/www.emarketer.com\/content\/google-facebook-amazon-account-over-70-of-us-digital-ad-spending\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.emarketer.com\/content\/google-facebook-amazon-account-over-70-of-us-digital-ad-spending\" aria-label=\"according\"><span data-ga-track=\"ExternalLink:https:\/\/www.emarketer.com\/content\/google-facebook-amazon-account-over-70-of-us-digital-ad-spending\">according<\/span><\/a><span> to eMarketer.<\/span><br \/><span>But could we be on the cusp of a reversal of this decade-long trend?<\/span><br \/><span>According to a November eMarketer report, Google\u2019s share of digital advertising will drop to 35.9% next year from 36% this year. And Facebook will dip from 28.6% in 2021 to 27.7% next year and even lower, 26.4% in 2023. Plus, there\u2019s the rising challenge of Amazon, which the same report says will grow to 14.6% in two years.<\/span><br \/><span>Part of what\u2019s happening is that we\u2019re also seeing major changes in the overall ecosystem.<\/span><br \/><span>First, as mobile has become the dominant medium, mobile-first ad networks have taken on increasingly large roles in advertising as a whole, mirroring the nearly-completed shift from TV\/offline to digital from a decade ago. Second, players in the lucrative mobile app install niche, rocked by <\/span><a href=\"https:\/\/www.forbes.com\/sites\/johnkoetsier\/2020\/06\/24\/apple-just-made-idfa-opt-in-sending-an-80-billion-industry-into-upheaval\/\" target=\"_self\" class=\"color-link\" title=\"https:\/\/www.forbes.com\/sites\/johnkoetsier\/2020\/06\/24\/apple-just-made-idfa-opt-in-sending-an-80-billion-industry-into-upheaval\/\" data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/johnkoetsier\/2020\/06\/24\/apple-just-made-idfa-opt-in-sending-an-80-billion-industry-into-upheaval\/\" aria-label=\"Apple\u2019s recent privacy changes\" rel=\"noopener\"><span data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/johnkoetsier\/2020\/06\/24\/apple-just-made-idfa-opt-in-sending-an-80-billion-industry-into-upheaval\/\">Apple\u2019s recent privacy changes<\/span><\/a><span> and Google\u2019s much-rumored impending ones, have very intentionally acquired competitors and adjacent functionality to get bigger, acquire more first-party data, and compete with the big platforms.<\/span><br \/><span>But will that be enough?<\/span><br \/>Scott Brinker&rsquo;s marketing technology landscape shows the growing number of companies in advertising <span class=\"plus\" data-ga-track=\"caption expand\">&#8230; [+]<\/span><span class=\"expanded-caption\"> and marketing<\/span><br \/>\u201cWe truly are that scaled alternative to big tech \u2014 Facebook, Google, and others \u2014 able to really help the mobile marketer build and grow their engaged mobile audiences,\u201d Liftoff CEO Mark Ellis told me in a <a href=\"https:\/\/johnkoetsier.com\/privacy-consolidation-and-context-in-adtech-liftoff-ceo-mark-ellis\/\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/johnkoetsier.com\/privacy-consolidation-and-context-in-adtech-liftoff-ceo-mark-ellis\/\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/johnkoetsier.com\/privacy-consolidation-and-context-in-adtech-liftoff-ceo-mark-ellis\/\" aria-label=\"recent TechFirst podcast\"><span data-ga-track=\"ExternalLink:https:\/\/johnkoetsier.com\/privacy-consolidation-and-context-in-adtech-liftoff-ceo-mark-ellis\/\">recent TechFirst podcast<\/span><\/a><span>. (Full disclosure, I co-host a podcast for Liftoff.) \u201cAnd most importantly, we are independent from the perspective that we don\u2019t own content or other assets that may compete with those customers we serve.\u201d<\/span><br \/><span>The <\/span><a href=\"https:\/\/www.singular.net\/blog\/new-adtech-titans\/\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/www.singular.net\/blog\/new-adtech-titans\/\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.singular.net\/blog\/new-adtech-titans\/\" aria-label=\"new titans of mobile adtech\"><span data-ga-track=\"ExternalLink:https:\/\/www.singular.net\/blog\/new-adtech-titans\/\">new titans of mobile adtech<\/span><\/a><span> have built out functionality far beyond traditional ad networks, incorporating supply and demand-side platforms, ad exchanges, mediation capability, agency services, identity solutions, measurement capabilities, analytics, and more. <\/span><br \/><span>And they\u2019ve done that fueled by capital from the public markets and private equity first.<\/span><br \/><span>Publicly-traded ironSource boasts a $9.2 billion market cap and an arms-length list of acquisitions: Upopa, Supersonic Ads, Soomla, Luna Labs, Tapjoy, Bidalgo, Supersonic Games, and more. $35 billion competitor <\/span><a href=\"https:\/\/www.forbes.com\/sites\/martyswant\/2021\/10\/06\/twitter-is-selling-its-mobile-ad-network-mopub-to-applovin-for-105-billion\/\" target=\"_self\" class=\"color-link\" title=\"https:\/\/www.forbes.com\/sites\/martyswant\/2021\/10\/06\/twitter-is-selling-its-mobile-ad-network-mopub-to-applovin-for-105-billion\/\" data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/martyswant\/2021\/10\/06\/twitter-is-selling-its-mobile-ad-network-mopub-to-applovin-for-105-billion\/\" aria-label=\"Applovin bought Twitter\u2019s MoPub\" rel=\"noopener\"><span data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/martyswant\/2021\/10\/06\/twitter-is-selling-its-mobile-ad-network-mopub-to-applovin-for-105-billion\/\">Applovin bought Twitter\u2019s MoPub<\/span><\/a><span> in a splashy billion-dollar acquisition just recently, adding it to a gaudy trophy case already decorated with logos like Lion Studios, MAX, SafeDK, Machine Zone, and Adjust. And other players like Digital Turbine have built up their own armory of market share, capabilities, and customers with a shopping list that included AdColony, Fyber, and Appreciate. <\/span><br \/><span>Add it all up, and the formerly fragmented world of thousands of mobile adtech companies is starting to coalesce: something that is likely to only accelerate.<\/span><br \/><span>Google and Apple are playing a role here, says Ellis.<\/span><br \/><span>Increased demands for privacy are leading to fewer opportunities for data sharing. Since third-party data can\u2019t be shared but first-party data can still be accumulated, the industry solution has been to team up.<\/span><br \/><span>\u201cThere certainly have been some changes that have been imposed with Apple\u2019s SKAN and ATT framework, formally introduced in April of this year, announced June of last year,\u201d he says. \u201cAnd I think Google is also starting to take some steps in a direction that\u2019s meant to support greater user privacy around user data.\u201d<\/span><br \/><span>More first-party data means increased ability to see, recognize, and record data about devices and people. And that means more ability to target ads to them: something that used to be simple using third-party data.<\/span><br \/><span>But there\u2019s more to it, Ellis says.<\/span><br \/>Mark Ellis, CEO of Liftoff+Vungle<br \/>\u201cI also think we\u2019re in a phase of this cycle of industry evolution where there is some consolidation and vertical integration so that there could be fewer more-scaled partners to marketers that are able to do more,\u201d Ellis added. \u201cIt helps the customer have more efficiency, both with leveraging their customer datas and their ad budgets, and allows scaled partners to be able to drive better outcomes at scale.\u201d<br \/>Scaled partners is code for big advertising companies. <br \/>Liftoff, which says it serves over a billion ads a day, is not immune to this industry trend to bigger consolidated advertising networks. It has merged with Vungle, which itself runs ads on over a billion unique devices and had already bought four other adjacent companies: AlgoLift, GameRefinery, JetFuel, and TreSensa. <br \/>Both are owned by private equity investment firm Blackstone, which has around $600 billion in assets under management, and which clearly felt that one big asset is better than two smaller assets. <br \/>At least in advertising.<br \/>But there\u2019s a long way to go to Google or Facebook size.<br \/>If Google fulfills almost <a href=\"https:\/\/www.internetlivestats.com\/one-second\/#google-band\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/www.internetlivestats.com\/one-second\/#google-band\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.internetlivestats.com\/one-second\/#google-band\" aria-label=\"100,000 search requests\"><span data-ga-track=\"ExternalLink:https:\/\/www.internetlivestats.com\/one-second\/#google-band\">100,000 search requests<\/span><\/a><span> a second and each has an average of 5 ads, that\u2019s 43 billion a day. And that doesn\u2019t count Google display ads shown on millions of websites and inside more than 600,000 apps. I would not be surprised if Google was running over 100 billion ads every single day.<\/span><br \/><span>No ad network competitor comes close to that. Except, perhaps, for Facebook.<\/span><br \/><strong>Listen in on the interview for this story:<\/strong><br \/>Adding to the problem for the new wannabe adtech titans: thanks to growth privacy requirements, good old-fashioned walled gardens are coming back in style. <br \/>Reddit, AKA \u201cthe front page of the internet\u201d recently <a href=\"https:\/\/www.reddit.com\/ads.txt\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/www.reddit.com\/ads.txt\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.reddit.com\/ads.txt\" aria-label=\"cut off programmatic advertising access\">cut off programmatic advertising access<\/a> to its inventory. If you want to run ads on Reddit: you\u2019ll need to contract with Reddit directly. That\u2019s becoming more and more lucrative for platforms that own their own inventory like Snap, Twitter, Pinterest, TikTok, and others. Like the recognized giants Google and Facebook, they have deep knowledge of user habits and preferences thanks to people\u2019s long and intense engagement with platform content and services, providing good first-party privacy-safe data for ad targeting.<br \/>All of which, of course, somewhat freezes out traditional ad networks that thrive on open systems that allow any ad network to sell any inventory.<br \/>That\u2019s likely one of the reasons some of the ad networks have bought apps where their ads can be displayed. ironSource bought Supersonic Games, Applovin bought Machine Zone and owns Lion Studios, which churns out games like Matchington Mansion, Project Makeover, Final Fantasy XV, and Game of War.<br \/>And it probably means that many, flush with cash from IPOs and private equity firms, will continue to acquire competitive and complementary puzzle pieces.<br \/>Certainly the combined Liftoff and Vungle will.<br \/>\u201cWe have a lot of ideas around new product innovation and unfortunately we only have so many people on the building side of Liftoff + Vungle,\u201d says Ellis. \u201cWe will certainly continue to push a lot of organic innovation and new products, but yes, we will augment that with inorganic or acquisitive growth.\u201d<br \/>Not everything is big enough to fragment into castles of content served by inside-the-moat owned ad tools \u2014 content fortresses as industry analyst Eric Seufert dubs them \u2014 so general purpose ad networks, if I can call them that, will continue to serve a purpose.<br \/>And of course castles of content like Facebook, or of services like Google with search and email and video, are only attractive as long as people want to come into the castle. Your own ad tools to serve your own platform so brands can access people inside the walls is lucrative only if there are enough of them to be interesting for advertisers. So any loss of audience \u2014 like Meta\u2019s core Facebook offering with younger people, for instance \u2014 could reveal cracks in the castle walls.<br \/>There\u2019s another problem with some of them: measurability of impact.<br \/>\u201cIn the case of some of the bigger tech, they are self-attributing networks,\u201d says Ellis. \u201cSo in essence, they grade their own homework and they set the standard by which they say how they did with regards to a customer\u2019s campaign. I think that customers should demand more, should demand greater transparency and really some uniform way of assessing how their dollars performed in one environment versus another.\u201d<br \/>As things stand now, the castles are stronger than ever, thanks in no small part to Apple\u2019s privacy initiatives that make first-party data more valuable than ever, and third-party data harder to get.<br \/>But as the new titans \u2014 mini titans so far \u2014 continue to grow organically and acquisitively, the balance of power in adtech might shift.<br \/>eMarketer is forecasting some retraction in market share by Facebook and Google. <br \/>Last month Facebook <a href=\"https:\/\/www.cnbctv18.com\/technology\/explained-why-facebook-is-blaming-apple-for-its-dwindling-ad-revenue-11238022.htm\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/www.cnbctv18.com\/technology\/explained-why-facebook-is-blaming-apple-for-its-dwindling-ad-revenue-11238022.htm\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.cnbctv18.com\/technology\/explained-why-facebook-is-blaming-apple-for-its-dwindling-ad-revenue-11238022.htm\" aria-label=\"blamed\">blamed<\/a> Apple\u2019s privacy regulations for a lower-than-expected quarterly result, and Snapchat (yes, Snap) <a href=\"https:\/\/www.nasdaq.com\/articles\/snap-shares-drop-25-as-revenue-falls-short-apple-privacy-bites-ads-business-2021-10-21\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/www.nasdaq.com\/articles\/snap-shares-drop-25-as-revenue-falls-short-apple-privacy-bites-ads-business-2021-10-21\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.nasdaq.com\/articles\/snap-shares-drop-25-as-revenue-falls-short-apple-privacy-bites-ads-business-2021-10-21\" aria-label=\"blamed Apple too\">blamed Apple too<\/a> for a revenue miss that caused a 25% stock drop. Google, so far, has <a href=\"https:\/\/www.forbes.com\/sites\/martyswant\/2021\/10\/26\/google-reports-strong-third-quarter-advertising-revenue-shrugging-off-apple-privacy-changes\/\" target=\"_self\" class=\"color-link\" title=\"https:\/\/www.forbes.com\/sites\/martyswant\/2021\/10\/26\/google-reports-strong-third-quarter-advertising-revenue-shrugging-off-apple-privacy-changes\/\" data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/martyswant\/2021\/10\/26\/google-reports-strong-third-quarter-advertising-revenue-shrugging-off-apple-privacy-changes\/\" aria-label=\"sailed through unblemished\" rel=\"noopener\">sailed through unblemished<\/a>, probably thanks to a more diversified portfolio of properties and ad experiences than Facebook, and thanks to the fact that search as a proxy for purchase intent is still much more valuable to advertisers than social media.<br \/>But this year, more than ever in the past few, we\u2019re seeing the chance \u2014 just the chance, mind you \u2014 that the adtech industry is minting new titans. <br \/>And that the duopoly (triopoly if you include hard-charging Amazon) is not as unassailable as it may once have appeared.<br \/><a href=\"https:\/\/anchor.fm\/techfirst\/episodes\/New-titans-of-adtech-challenging-Google--Facebook-e1alh98\/a-a6v0obv\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/anchor.fm\/techfirst\/episodes\/New-titans-of-adtech-challenging-Google--Facebook-e1alh98\/a-a6v0obv\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/anchor.fm\/techfirst\/episodes\/New-titans-of-adtech-challenging-Google--Facebook-e1alh98\/a-a6v0obv\" aria-label=\"Subscribe to TechFirst\"><em data-ga-track=\"ExternalLink:https:\/\/anchor.fm\/techfirst\/episodes\/New-titans-of-adtech-challenging-Google--Facebook-e1alh98\/a-a6v0obv\">Subscribe to TechFirst<\/em><\/a><em>; get a <\/em><a href=\"https:\/\/johnkoetsier.com\/privacy-consolidation-and-context-in-adtech-liftoff-ceo-mark-ellis\/\" target=\"_blank\" class=\"color-link\" title=\"https:\/\/johnkoetsier.com\/privacy-consolidation-and-context-in-adtech-liftoff-ceo-mark-ellis\/\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/johnkoetsier.com\/privacy-consolidation-and-context-in-adtech-liftoff-ceo-mark-ellis\/\" aria-label=\"full transcript of our conversation\"><em data-ga-track=\"ExternalLink:https:\/\/johnkoetsier.com\/privacy-consolidation-and-context-in-adtech-liftoff-ceo-mark-ellis\/\">full transcript of our conversation<\/em><\/a><em>.<\/em><\/p>\n<p><a href=\"https:\/\/www.forbes.com\/sites\/johnkoetsier\/2021\/11\/25\/are-the-emerging-titans-of-adtech-credible-competition-to-google-and-facebook\/\">source<\/a><\/p>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>If there\u2019s one truism in digital advertising, it\u2019s that there\u2019s Google, there\u2019s Facebook, and then there\u2019s everyone else. After all, the adtech duopoly raked in 65% of digital ad revenue in 2021, according to eMarketer.But could we be on the cusp of a reversal of this decade-long trend?According to a November eMarketer report, Google\u2019s share [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAow1sXXCw:productID":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-1726","post","type-post","status-publish","format-standard","hentry","category-non-classe"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/1726","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/comments?post=1726"}],"version-history":[{"count":0,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/1726\/revisions"}],"wp:attachment":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/media?parent=1726"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/categories?post=1726"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/tags?post=1726"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}