Media watchers were introduced to a strange new word last year that doesn’t seem to be going away in 2021.
While they have been around for a while, media’s interest in them only really took off in 2020 as the pandemic hit the sector hard, making consolidation, especially on the digital side, an increasingly attractive option. Companies slashing marketing budgets, more ads being swallowed up by Facebook and Google and venture capitalist investors’ waning interest in digital media have all played a part.
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