Each year, The Consumer Electronics Show in Las Vegas showcases the innovation and technology that is changing the world – and the way companies do business.
At CES 2017, Business Insider spoke with advertising and marketing executives from a variety of industries to discuss their challenges, successes, and strategies for navigating the current digital landscape.
Sir Martin Sorrell, CEO of WPP, the world's largest advertising company, explained how Google — once a threat to advertising agencies — is now its biggest partner. WPP spent $5 billion of its clients' ad budgets with Google last year, $1.7 billion with Facebook, and it is seeing big growth from Snapchat.
WPP spent $90 million with Snapchat in 2016 — having only projected to spend around $20 million to $30 million. Advertisers are now seeing the photo and video sharing app as a "third force" to Google and Facebook, according to Sorrell, who revealed an investor in both Snapchat and Facebook thinks Evan Spiegel's company could even "displace" Facebook in the future.
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