RECEIPT #BEN-TH
JAN 01, 2024
PREDICTION BY
Ben Thompson“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.
ORIGINAL SOURCE
Stratechery (Google topic page summarizing past posts)