Smaller players in the monetisation platforms market are challenging the dominance of the top six vendors
"Medium-sized monetisation vendors must focus more on innovation because they have the most to gain."
The global monetisation platforms market expanded by 1.7% year-on-year in 2022 but shrank in real terms when inflation is taken into account (inflation was 8.08% worldwide in 2022, according to the World Bank). However, the composition of the this market is changing, with some evidence that the dominance of the top-six vendors is declining as that market share of smaller vendors grows, particularly in the partner management segment.