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. The new rules would require all major websites to have an Acceptable Ads policy which includes tracking of users across multiple devices including mobile devices. As publishers consolidate, Goldman Sachs thinks that ad tech companies will consolidate 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.