A great deal of pessimism and skepticism surround the current state of digital advertising. As eMarketer reports, Facebook and Google between them hoovered up 60 percent of digital advertising spending in the U.S. in 2018. Oath, the Verizon unit that had aimed to compete by marrying Yahoo and AOL under one roof, wrote down the value of its assets by $4.6 billion in 2018 after projected digital advertising revenues failed to materialize.
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