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The Biggest Tech Trend of the Year is Flying Under Wall Street's RadarNEW YORK, Sept. 12, 2019 /PRNewswire/ -- The Fourth Industrial Revolution is under way, and in the process, tech giants are facing an existential threat as new companies with an innovative approach to the space are vying for a piece of the pie. With everything from advertising to data collecting coming under fire, it will take a lot for these behemoths to hold onto their crowns. Mentioned in today's commentary includes: Twitter, Inc. (NYSE: TWTR), Apple, Inc. (NASDAQ: AAPL), Shopify Inc. (NYSE: SHOP), Netflix, Inc. (NASDAQ: NFLX), Cisco Systems, Inc. (NASDAQ: CSCO). An even bigger announcement came in July—Frankly acquired Vemba, a leading video asset management, syndication and monetarization platform. What Vemba does — and what Frankly can now harness for its own needs — is monetize video streaming by providing syndicated video-on-demand. Frankly can then harness first party data to deliver content specifically tailored to users' profile. The liberal bias among Big Tech shouldn't be that surprising—the companies are based in San Francisco and backed Hilary Clinton in the 2016 election—but the real news is what this mistake will cost the tech companies on the digital ad market. Advertisers for respectable, family-friendly companies—Wal-Mart, Hobby Lobby, Chick Fil A—have all expressed concern about this bias. And Big Tech is now under more scrutiny than ever—Congressional hearings are just the tip of the iceberg. There seems to be a groundswell against the dominance of Big Tech. And Frankly (TLK, FRNKF) is looking to cash in. #4 The Data Difference Frankly is not only setting itself apart as an unbiased alternative to Big Tech's liberal-leaning dominance. It's also giving publishers more freedom to take control over their advertisements. Every ad online aims at one thing: a buyer's attention. It's what advertising is all about. Capturing a buyer's interest and linking it to a good or service. The golden ticket is first party data—information linking directly to a user. This can include personal data, past purchases and product interests. Activated revenue per user (ARPU) measures how much is captured through first party data. For the biggest internet firms, this is where the real money is—Facebook and Google between them net $76.6 billion in ad sales, realizing $112 and $256 ARPU, respectively. In the last seven years, the market around capturing first party data through digital ad sales has exploded. Digital ad spending has increased by 350% from $32 billion to $111 billion. By one estimate, digital advertising could reach $665 billion by 2026. Advertisers now spend far more on digital ads then on traditional print media- $129 billion compared to $109 billion, according to eMarketer. And Google and Facebook make up 60% of that digital ad market, bringing in a combined $77 billion. Compare that to the New York Times, which earns a mere $259 million from digital ad sales. Other industry giants, like Newsweek, are struggling with the same problem – market dominance from Google and Facebook. But even in these innovative new partnerships, publishers and content creators are still forced to accept giving up a larger and larger chunk of their revenue as the platform grows. PAID ADVERTISEMENT. This communication is a paid advertisement. Safehaven.com, Leacap Ltd, and their owners, managers, employees, and assigns (collectively "the Publisher") is often paid by one or more of the profiled companies or a third party to disseminate these types of communications. In this case, the Publisher has been compensated by Frankly, Inc. to raise public awareness of the company and to advertise and market the company's products and services. 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