The Shifting Landscape of Advertising and Entrepreneurship

This chapter examines the structural changes in the advertising industry, particularly the decline of traditional conglomerates like Omnicom and Publicis. It highlights the rise of data-driven business models, using Shopify as a counter-example to Amazon's dominance, while addressing the broader economic implications of market concentration and the gig economy. Additionally, the chapter discusses the evolving role of media platforms in empowering small businesses and reframing antitrust discussions as opportunities for economic growth.