Changes in advertising trends

Geekwire examines the latest Pew research when it comes to advertising:

The 2012 State of the News Media report from the Pew Research Center’s Project for Excellence in Journalism found that five technology companies — Google, Microsoft, Yahoo, AOL and Facebook — now account for 68 percent of all online ad revenue.

The report notes that these technology “intermediaries” are increasingly controlling the future of news. The authors write:

Two trends in the last year overlap and reinforce the sense that the gap between the news and technology industries is widening. First, the explosion of new mobile platforms and social media channels represents another layer of technology with which news organizations must keep pace.

Second, in the last year a small number of technology giants began rapidly moving to consolidate their power by becoming makers of “everything” in our digital lives. Google, Amazon, Facebook, Apple and a few others are maneuvering to make the hardware people use, the operating systems that run those devices, the browsers on which people navigate, the e-mail services on which they communicate, the social networks on which they share and the web platforms on which they shop and play. And all of this will provide these companies with detailed personal data about each consumer.

Are we far off from one or more of those giants buying a member of the legacy media? The authors of the Pew report envisioned it. What might come of such an arrangement?

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