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Pure-play digital media companies ranked among the top 30 largest media suppliers in the world, but the list continues to be dominated by media companies that were founded on the basis of non-digital media. That’s the finding of an analysis released this morning by Publicis’ Zenith unit, ranking the volume of Madison Avenue’s biggest supply-chain players.
Google parent Alphabet continues to dominate the list at No. 1, but other than Facebook (No. 5) and China’s Baidu (No. 9) “traditional” media suppliers represent the rest of the top 10. The other pure-play digital suppliers -- Yahoo (No. 15) and Microsoft (No. 17) -- have not exactly been ascendant in recent years, although Google’s, Facebook’s and Baidu’s market power have been growing significantly as Madison Avenue reorganizes itself around the biggest-scale suppliers of digital media inventory.
To illustrate how much the media supply chain is becoming stratified -- and stratified among digital's Big 5 -- consider that the five pure-plays now represent about 19% of all global ad spending, but Google alone represents 12%, according to Zenith....
Interesting look at digital media properties.