So whatever Sandberg might say, it’s clear that tech has taken over media. And Big Tech is running out of excuses for why it should see the benefits that go along with that change — but not bear the burdens.
But they’re failing, thanks to Big Tech. Last year, Facebook and Google accounted for 99% of all the growth in digital advertising, according to the Interactive Advertising Bureau, leaving peanuts for the rest of online media platforms. That dynamic will almost certainly repeat itself this year.