ABSTRACT
The benefits of media conglomeration are many, at least to the holding companies themselves. Many of the advertising holding company parent firms operate in many countries. An advertiser could easily buy just about all needed services from this one corporation: advertising, public relations, digital media services, research and production. Certainly there might be economies of scale, and the work of all these combined firms might operate more smoothly and with few snags, all of them sharing the same information. Local firms might be neglected because they are too small to be of interest to, or to be profitable to, large multinational corporations. Suppliers to the large advertiser might be pressured to purchase advertising in the media owned by the advertiser. The one crucial future area to consider is privacy. Huge conglomerates such as Google and Facebook have control over a considerable amount of personal information on individuals. Other media conglomerates have information about us as well.
