The Drum: Index Exchange’s Andrew Casale: ‘Collaboration and media shouldn’t be bundled’

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The digital advertising market is currently dominated by Facebook and Google, aka ‘the duopoly’, with the pair representing anything up to 90% of growth in the sector. Such is the resilience of their dominance, the pair seemingly emerged from their respective crises, ranging from brand safety, measurement woes to mass data leakage, financially unscathed throughout the last two years.

Leading voices in the media sector – among them Andrew Casale, Index Exchange chief executive officer – have long-advocated the model of publishers banding together to counter this dominance, but early attempts to do so (in the form of publisher consortia whereby members pool their inventory) have met with limited success.

In conversation with The Drum, Casale explains his theory behind the robustness of the duopoly’s dominance of ad spend, as well as his theory of how the cooperative model can meet with success as long as conflicts are avoided.

Read More at The Drum

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