Ad platforms will capitalize on the power of partnerships in 2024

Key stat: 2023 was a big year for partnerships, with companies joining forces across social, retail, and digital advertising to boost revenues.

Beyond the chart:

• Partnerships can help dominant companies enter difficult markets, like Meta working with Amazon on native ecommerce, an area where the former has struggled to gain a foothold.
• They can also offer opportunities to share first-party data, like Walmart’s partnership with NBCUniversal, where the latter could take advantage of Walmart’s rich retail media data.
• In 2024, we’ll see new partnerships play out, but regulators may step in if some of these alliances look monopolistic.

Use this chart:

• Understand the ad partnership landscape.
• Think creatively about companies worth partnering with.

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• Amazon and IPG Mediabrands strike a three-year video advertising deal
• 5 partnerships that caught marketers’ eyes in 2023