The mega platforms dominate digital communication and therefore also collect more than half of German advertising money. Many advertisers like to rely on the convenient booking routes, large reach and standardized data solutions. In view of the seemingly unchecked growth of the platforms, competition for advertising money has been intensifying for years. The consequences are being felt not only by digital media, but by all advertising media. However, the call for more diversity in the media plan is growing louder, driven by questions about independence, transparency and responsibility. In this intensified competitive environment, the question arises as to how German publishers - whether web, app, (C)TV or (D)OOH - can secure more of the advertising pie again, which is largely being eaten up by the Googles, Metas and Amazons of this world?

Further information: Publisher vs. Plattformen: Gemeinsam statt gegeneinander, oder gar nicht - ADZINE - Insights in Media. Adtech. Martech.