Key stat: 2023 was a big year for partnerships, with companies joining forces across social, retail, and digital advertising to boost revenues.

Beyond the chart:

• Partnerships can help dominant companies enter difficult markets, like Meta working with Amazon on native ecommerce, an area where the former has struggled to gain a foothold.
• They can also offer opportunities to share first-party data, like Walmart’s partnership with NBCUniversal, where the latter could take advantage of Walmart’s rich retail media data.
• In 2024, we’ll see new partnerships play out, but regulators may step in if some of these alliances look monopolistic.

Use this chart:

• Understand the ad partnership landscape.
• Think creatively about companies worth partnering with.

More like this:

• 2024 trend watch: Platform partnerships will shift the ad spending landscape
• Preparing for 2024’s programmatic ad trends and predictions
• Amazon and IPG Mediabrands strike a three-year video advertising deal
• 5 partnerships that caught marketers’ eyes in 2023