Masters of Vertical Integration in the Digital Domain
Is the future of digital media open or closed? How is the ascent of smart devices redefining the environment? To what extent have platforms become a dominant force in mediating the digital media experience — for both consumers and marketers? These are the key questions that researchers attempted to answer in a recent market study of the evolving digital landscape.
eMarketer says that a significant portion of the online digital experience now rests in the hands of four dominant companies — Amazon, Apple, Facebook and Google.
“Other than content creation, it’s difficult to imagine any aspect of today’s digital landscape where at least one of the Big Four fails to play a prominent, if not defining, role.”