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AD PLATFORMS WILL CAPITALIZE ON THE POWER OF PARTNERSHIPS IN 2024




Article by Sara Lebow  |  Jan 5, 2024

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E-Mail ChartDownload


Key stat: 2023 was a big year for partnerships, with companies joining forces
across social, retail, and digital advertising to boost revenues.

Beyond the chart:

 * Partnerships can help dominant companies enter difficult markets, like Meta
   working with Amazon on native ecommerce, an area where the former has
   struggled to gain a foothold.
 * They can also offer opportunities to share first-party data, like Walmart’s
   partnership with NBCUniversal, where the latter could take advantage of
   Walmart’s rich retail media data.
 * In 2024, we’ll see new partnerships play out, but regulators may step in if
   some of these alliances look monopolistic.

Use this chart:

 * Understand the ad partnership landscape.
 * Think creatively about companies worth partnering with.

More like this:


 * 2024 trend watch: Platform partnerships will shift the ad spending landscape
 * Preparing for 2024’s programmatic ad trends and predictions
 * Amazon and IPG Mediabrands strike a three-year video advertising deal
 * 5 partnerships that caught marketers’ eyes in 2023



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