‘The focus on performance channels isn’t going away’: Adland reacts to WARC’s $1.34trn adspend forecast

Excerpt from Performance Marketing World's 'The focus on performance channels isn’t going away’: Adland reacts to WARC’s $1.34trn adspend forecast'

Adland reacts to what the channels, companies, and countries with the highest adspend mean for the broader industry.

James Mcdonald, Co-Founder & CRO, Limelight Inc.:

“WARC’s forecast shows a healthy advertising market, but it also highlights how much power continues to sit with the biggest platforms. That concentration may deliver scale, but it can also limit flexibility if too much of a business’s media operation depends on the same ecosystems.

The conversations we’re having increasingly come back to choice and control. Advertisers want the freedom to build technology and partner strategies around their own objectives, rather than simply accepting the options available within one platform. In a market changing this quickly, the ability to adapt your stack, test different approaches and focus on outcomes is becoming a real competitive advantage.”