I would love to see revenue breakdowns for small / large accounts. I remember looking without any luck in annual reports for this info a few years back.
I just published “Do Big Advertisers Even Matter to the Platforms?”https://medium.com/p/do-big-advertisers-even-matter-to-the-platforms-9c8ccfe6d3dc …
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Not gonna happen
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So how confident are you then that little guys make up the bulk? Standard long tail theory? Could maybe reverse engineer an estimate from top 100 ad age data for digital spending and other clues, but that’s a lot of work for rough numbers.
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Ad age data is suspect, especially for FB since they sell via insertion orders not impressions (and crazy, long tail may exist on advertiser side, but now only two major tollbooths) Hope more sites reap sub, conference, commerce revenues - journalism as impt as ever
End of conversation
New conversation -
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The old media deal negotiation used to start with “we are a really big spender, so I want ...” - with the long tail of media spenders now brilliantly accessed by FB & Google (and others), that approach needs to evolve.
Thanks. Twitter will use this to make your timeline better. UndoUndo
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Interesting point that big ad spenders are outspent by millions of small spenders! But asking advertisers to be responsible for content can lead to slippery slope (I’ve published on 1950s blacklisting by tv sponsors)
Thanks. Twitter will use this to make your timeline better. UndoUndo
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