Pure-play digital media companies ranked among the top 30 largest media suppliers in the world, but the list continues to be dominated by media companies that were founded on the basis ofnon-digital media. That’s the finding of an analysis released this morning by Publicis’ Zenith unit, ranking the volume of Madison Avenue’s biggest supply-chain players.
Google parent Alphabet continues to dominate the list at No. 1, but other than Facebook (No. 5) and China’s Baidu (No. 9) “traditional” media suppliers represent the restof the top 10. The other pure-play digital suppliers — Yahoo (No. 15) and Microsoft (No. 17) — have not exactly been ascendant in recent years, although Google’s, Facebook’s andBaidu’s market power have been growing significantly as Madison Avenue reorganizes itself around the biggest-scale suppliers of digital media inventory.
The categorization ofdigital vs. non-digital may be an anachronism itself, as all of the companies on the list are now significant suppliers of digital media inventory too.
“The traditional media owners inour top 30 ranking have been scrambling to scale up their own digital businesses, to various degrees of success,” Jonathan Barnard, Zenith’s head of forecasting, said in a statementreleased with the report. “As digital ad technology — such as programmatic buying — spreads to traditional media, it will further shake up the businesses of traditional media owners, but alsoprovide them with new opportunities for growth.”