This past week featured significant news related to regulators or other legal bodies around the world taking actions intended to curtail the commercial power of the world's largest technology companies, which also happen to be among the world's largest sellers of advertising. We explore how concentration has risen among sellers of advertising in recent years and note that efforts to break up companies could lead to even more concentration among their descendant entities. Marketers may have mixed feelings about rising concentration levels but, to the extent they look at resource allocation broadly beyond paid media, they can mitigate negative consequences.
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