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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