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For nearly a decade, the digital advertising ecosystem has been dominated by a handful of social media platforms, whose data-rich targeting, ease of use and reliable performance revolutionized the field.
But according to proprietary data collected for Adweek by market research firm NewtonX, a confluence of emerging factors has loosened the platforms’ stranglehold on the industry, putting some publishers in a position to benefit.
Results from the study, which polled 80 digital advertising decision-makers in early November, found that 55% of marketers plan to increase their ad budgets next year, and 45% intend to keep their allocation of spend between publishers and platforms the same.
One in three marketers plan to decrease publishers’ share of their total ad budget, but 23% plan to expand it—raising their share, on average, by nearly 10 percentage points, from 34% to 43%.