The news: The third quarter saw digital media revenues decline steeply, per an Oarex analysis, threatening major companies like Google and Meta. But one type of digital media company saw revenues move healthily in the opposite direction—advertising measurement companies.
Light at the end of the tunnel: Signal loss caught up with the ad industry in 2022, colliding with a spending downturn and tough economic times to drive the industry into chaos. But despite the industry’s current scrambly state, some companies are taking the opportunity to pitch solutions for signal loss and strike major partnerships.
Our take: Companies that are offering clarity amid the addressability crisis stand to gain once the ad downturn ends. But the opportunity doesn’t just apply to streaming and TV—signal loss on other digital channels is just as fraught, and businesses are looking anxiously for technology and solutions that will provide a new path for digital advertising.
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