Partnering with the FAANG “frenemies”

Content creators and commercial broadcasters must partner with technology giant ‘frenemies’ to help advertisers reach audiences, according to Lindsay Pattison, Chief Transformation Officer of GroupM and WPP, the world’s biggest ad agency group.

Pattison explained that advertising had been “massively disrupted” by the rise of companies such as Facebook, Apple, Amazon, Netflix and Google (FAANG), and that audiences were increasingly difficult to reach through traditional means.

Calling on content providers to “up their game”, Pattison said: “The ascendance of FAANG is no longer a matter of conjecture; the future is a foreign country.”

Commercial broadcasters and media companies are faced with…