Advertising, in Europe the gap between platforms and publishers grows
Advertising is changing hands. And those who produce information are losing ground. In Italy, publishers collected 67% of advertising resources in 2019; in 2025 they will stop at 41%. The platforms...
In Europe, the advertising market is shifting from traditional media outlets to global platforms. According to eMedia, in Italy, editors collected 67% of advertising resources in 2019, but this is expected to drop to 41% by 2025, while platforms will increase their share from 33% to 59%. A similar trend is seen in France, Spain, the UK, and Germany, with platforms gaining ground at the expense of traditional media.
This shift raises concerns about the impact on the production of original content and the ability of media outlets to finance journalism. Alphabet, Meta, and Amazon dominate the online advertising market in Italy, accounting for over 70% of its value.
Written by urgent.news from Il Sole 24 Ore's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
