The “C” word (consolidation) might soon be coming for commerce media.
At least that was how media buyers and industry analysts reacted to last week’s news about DoorDash’s plans to acquire Instacart.
“We’ve seen this play out before in search, social, and streaming. Markets tend to consolidate around a few major players, and commerce media is heading in the same direction,” said Bill Wise, CEO and co-founder of Mediaocean, an ad tech company.
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