In this interview with Beet.TV, Sir Martin Sorrell says Google, Facebook, Amazon, Tencent, Alibaba and Tik Tok “are going to emerge from the COVID-19 crisis with huge advantages in terms of data“.
For example, Sorrell says, Amazon, during the pandemic, is accumulating consumer data to make targeting more effective.
“The targeting and the performance of these media are, I think, becoming more and more effective in the course of this recession,” he says. “That’s another permanent effect.”
Forced in to publishers’ arms
Sorrell adds that pressure on two classes of media-ecosystem companies will reduce available options for advertisers…
- “Google have said, despite the COVD crisis, they’re not contemplating delaying the nixing of third party cookies,” he says. “That means a number of publishers are going to go to the wall.
- “A number of companies in the ad-tech ecosystem are (also) going to go to the wall. Maybe that’s not a bad thing… If that cleans out the system, makes it more effective, that’s no bad thing.