A paradigm shift

Change in digital advertising might further restrict competition

The digital advertising market is set to see tectonic shifts over the next year. Google says it intends to stop serving ads based on tracking surfer history and behaviour across websites by 2022. This is a pre-emptive measure designed to address growing privacy concerns, which have been highlighted by surfers and legislators across the EU, the US, and the UK. As the global digital advertising market is effectively a duopoly, with Google and Facebook holding an overwhelming combined market share, this will also put pressure on Facebook to follow suit. In addition to this move, and the implications it holds