A $230 Billion Conspiracy in Digital Advertising?!

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I stumbled across something that is a little conspiracy theory esque that

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might be overstating it just a little bit.

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Number one, shout out to Ari for reminding me this website exists.

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Ari runs my social media channel and she's amazing and she's pulling

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some little snippets from Statista.

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And I, was just poking around and I think this is really interesting

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digital advertising spending worldwide.

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The digital advertising spending worldwide amounted to $522 billion in 2021.

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Keep that number in your head.

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In 22, it was 808 billion.

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This represented an increase from $759 billion in the previous year,

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advertisers spent $522 billion.

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Advertising media companies made $759 billion.

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So there's $230 billion that these advertising media companies are making

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that's not reflected in ad spend.

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I think, well, shouldn't those things be para pursuit?

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Because, It's, it's like a balance sheet.

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One would equal the other.

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I start to think, the advertising media company revenue isn't

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necessarily tied just to ads.

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the same way Amazon makes the majority of its net profit off of Amazon Web Services,

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which has nothing to do with E-com.

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But that means there's $230 billion, not unaccounted for, but accounted for.

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In revenue channels that aren't ad spend.

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I would have to assume the largest revenue channel there is data.

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And this is where I want somebody to spot check me on.

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if you know more than I do about this, I'll include links to these articles.

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I'm gonna go pay the 50 bucks to get full access.

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that to me is really interesting Honestly kind of worth cracking the code on.

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why are media owners making so much more than the media spend?

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What is it that they're selling behind the scenes and how

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could it be anything but data?

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How could it be anything but user data?

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What else is valuable to the tune of $230 billion?

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What is it that these companies are selling?

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I think that's really interesting.

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plays into the whole privacy first narrative that we're trying to push

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actively and proactively really strongly.

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again, I'd love to know contrarian opinions.

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if I'm misinterpreting misunderstanding, I'm not a statistician.

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I don't know how to read those things, but that was all really black and white.

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it was $520 billion spent.

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There was $750 billion made.

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where's the difference coming from?

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Where could that possibly be coming from?

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And if it is user data, who's buying it?

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How are they using it?

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What are they using it for?

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How come it's not accessible to us?

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is this just all like in trading the whole Cambridge Analytica thing?

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Or is there more to it?

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So anyway, I'd love your thoughts and opinions.

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I'd be really interested in somebody who has specific you

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know, like outside of just.

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Crazy people shouting into the wind, which is effectively what I am right now.

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If you've worked for an organization or have specific insights into this in

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particular, I'd love to hear from you.

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