Struggling Advertising Companies

Here's a tweet by Josh Wolfe that caught my attention this morning:

1/ Markets measure (imperfectly) the expectations + anticipations of participants.

The rise of Google + Facebook...
...The fall of the giant advertising agencies.

The aggregation of boutiques under a mothership...
The disaggregation move to in-house marketing groups pic.twitter.com/L5RuTzFkOP

— Josh Wolfe (@wolfejosh) March 13, 2018

Facebook & Google are the new advertising gatekeepers.

If you're a small business and want to advertise, you can pretty much bypass all middlemen and do everything through Facebook & Google. They'll help you setup your owned channels, develop your creative, refine your targeting, produce dashboards and will handle all the payment.

If you're a big brand, it's still a bit messy to do it all by yourself but it is becoming a thing. We know that. But the concrete effects on the market are not necessarily visible.

Some hedge funds are not just talking about it, but are committed to profit from future struggling advertising companies competing with the two giants.