Google, Microsoft, and Yahoo have long been battling for the lion’s share of the $250 billion global digital advertising market. In the last 5 years, social upstarts like Facebook and Twitter have begun to take increasingly large bites of the revenue pie by offering advertisers the opportunity to target known preferences of consumers in the form of ‘likes’ and ‘follows’. Caught on the hop, the old guard’s initial response was to jump on the social bandwagon, but this strategy had very limited success.
However, in the last year or so – led by Google – the ultimate fight for supremacy among the internet juggernauts has not continued over social platforms. Rather belatedly in my view, the battleground has shifted to that staple of online communication: the email inbox. Read More