Advertising giants leave little room for adtech startups, and VCs are noticing

Since the earliest days of the commercial web, there was a Faustian bargain struck between users and content publishers: Users got free access to online content in exchange for tolerating ads sold by the very same publishers delivering the latest words, images, and videos.

And, by and large, it’s a bargain that’s worked out well for digital advertisers.

According to data published on Statista, combined global digital advertising spending is expected to be around $229 billion (USD) in 2017. By 2020, that’s projected to grow by over 45 percent, to about $335.5 billion.

In many industries, that kind of growth might point to new kinds of market…

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