The 3 companies in the last few years have been able to build billion dollar advertising revenue streams. A combinations of factors like – Audience data, own devices/ecosystems, improved measurement, mobile apps & others – allowing advertisers to reach new audience streams & those who are in the more advanced stage of the custoemer journey.
At a broad level Ads can be categoried to across
1) Search – Google, Bing & others 2) Publishers – Media, newspapers, programmatic & others 3) Social Media – FB, twitter, etc 4) New Ad giants – Amazon, Walmart & Apple 5) Mobile
The Gartner Digital IQ Index is an annual ranking of brands within a given industry based on digital investments and performance. They are determined based on the Gartner Digital IQ Index which focuses on website, digital marketing channels, social marketing and path to purchase, but measures hundreds of touchpoints within each of those dimensions.