Digital marketing is changing â and itâs going to keep changing. Six years ago, analyst Ben Thompson wrote that the digital advertising market was more or less settled, and that Google and Facebook were taking (and would continue to take) it all. But this year, Thompson conceded that he was wrong â noting that if youâd bought Twitter stock on the day heâd written that original article, you would actually have enjoyed a better return than if youâd bought Facebook stock on the same day.Â
But Thompson wasnât wrong based on the information available to him (or to anyone) at the time. And right now, analysts arenât wrong when they report that Google remains the dominant force in digital advertising, because thatâs what the data says. Google has a…
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Updated July 2021