The 5 Tech Companies to Watch in 2020

The 5 Tech Companies to Watch in 2020

Foto: Shutterstock

The US digital advertising industry has officially crossed the $100-billion mark, making it bigger than TV, radio and print media advertising. As this growth continues, a transformation is taking place within the industry, with the massive Google-Facebook advertising duopoly facing an existential challenge.

eMarketer is forecasting that the industry will top $170B by 2021. And with Google and Facebook currently hogging 60 percent of the market, American publishers and other media outlets are now fighting back. Google made $4.7 billion in revenue from news content in 2018, while the entire news industry together only netted $5.1 billion. That's over 2,000 news publishers combined.

Publishers everywhere are struggling. They're simply not growing at all. They're merely surviving. And it's all because of the mountains of first-party data that they're not collecting because they don't have a platform to monetize it. They're under immense pressure to grow ad revenues, yet they are beholden to the likes of Google. And while Google and Facebook are facing plenty of opposition, publishers won't wait for some legal loophole to fix all of their problems.

Their survival depends on the quiet rise of new content management and data-collection platforms that can rewrite the rules of who gets rich off of advertising. The future of publishing is designed to bypass the so-called digital giants, but in the meantime, there are also some other giant players encroaching on the digital ad duopoly.

More from category

eCommerce in UK Surpassed 25 Percent of Retail Sales During the Holidays

eCommerce in UK Surpassed 25 Percent of Retail Sales During the Holidays

19 Feb 2020 comment

Strong growth in online sales over the 2019 holiday season propelled the UK retail sector past a milestone, according to eMarketer.

ICT Spending Will Reach $4.3 Trillion in 2020

ICT Spending Will Reach $4.3 Trillion in 2020

19 Feb 2020 comment

Worldwide spending on information and communications technology will be $4.3 trillion in 2020, an increase of 3.6% over 2019, according to IDC.

5G Could Boost IT Spending in 2020

5G Could Boost IT Spending in 2020

18 Feb 2020 comment

Worldwide IT spending is set to increase by 5% this year as software and services investment remains stable while smartphone sales recover on the back of a 5G-driven upgrade cycle in the second half of the year, according to IDC.