Earlier quoted context omitted.
As someone who leads large parts of ad tech for TikTok and worked at Google for 10 years, it’s the K shaped economy that is pressing SMBs out. Pure and simple Everyone can make up some complex theories but I see it in the numbers every day. Spend distribution is now k shaped and SMBs simply can’t compete at top end performance levels.
Can you share any numbers ie roughly how different the spend is? SMB spends $1k on ads but grandes spend $1M or something? Idk how it works.
And the fact they price smbs out should be unsurprising: they're better at making money from a user; users are worth more to them; so they pay more.