The advertising industry is being split in two by an iceberg effect, said Ian Whitaker, a research analyst and advisor, PPC Land reports. Visible above the surface are advertisers like
Pepsi, Coca-Cola and Unilever, that traditional agencies have always served. Below the surface are small-and medium-sized advertisers who never engage agencies, but rather work directly with
platforms. Roughly 40 to 45 percent of all global advertising spend now comes from that lower segment, and that its share is growing year over year, Whitaker estimated.
Whitaker made his remarks during a conversation with Daniel Knapp, IAB Europe’s chief economist.