According to a report by Goldman Sachs , online marketing is about to be " fundamentally restructured " and platforms are going to undergo " massive consolidation " . Goldman Sachs predict that Apple will use the same strategies that it did with music , and start bringing advertising in - store by pushing out its iAd platform . Goldman Sachs also predicts that Google could become the catalyst for change in improving acceptable ads on the web , since it operates the largest ad exchange and ad server through DoubleClick , it is able to be selective with what ad types / formats are permitted . Goldman Sachs predicts that there will be consolidation among publishers , making them more reliant on platforms such as Facebook and Apple . As publishers consolidate , Goldman Sachs thinks that ad tech companies will grow too .
According to a report by Goldman Sachs, online marketing is about to be "fundamentally restructured" and platforms are going to undergo "massive consolidation". Goldman Sachs predicts that Apple will use the same approach that it did with music, and start bringing advertising in-house by pushing out its iAd platform. Goldman Sachs also predicts that Google could become the mechanism for change in improving acceptable ads on the web, since it operates the largest ad exchange and ad server through DoubleClick, it is able to be selective with what ad types/formats are permitted. Goldman Sachs predicts that there will be consolidation among publishers, making them more reliant on platforms such as Facebook and Apple. As publishers consolidate, Goldman Sachs thinks that ad tech companies will consolidate too.