The short version

Ben Thompson predicted on January 1, 2024: “Advertising is on the verge of substantial changes, which will primarily benefit Apple and Google. Is it worth the tradeoff?” Verdict: Called it. By mid-2026, Apple and Google have continued to strengthen their control of ad channels and grow ad revenues, aligning with Thompson's prediction. Apple's Search Ads and Google's overall ad business…

Prediction by

Ben Thompson

On January 1, 2024

“Advertising is on the verge of substantial changes, which will primarily benefit Apple and Google. Is it worth the tradeoff?”

Follow-up

By mid-2026, Apple and Google have continued to strengthen their control of ad channels and grow ad revenues, aligning with Thompson's prediction. Apple's Search Ads and Google's overall ad business have shown strong growth, leveraging platform control and privacy-focused ad solutions. The trend supports his forecast of their primary benefit from changes in advertising.

From the High Caliber AI network — see the AI for PR module in the course.