The New Power Players in Ad Spend — And How Legacy Code Helps You Reach Them

The New Power Players in Ad Spend — And How Legacy Code Helps You Reach Them

The digital ad landscape is shifting fast—and the brands that win will be the ones who evolve faster.

While giants like Google, Meta, and Amazon still dominate overall budgets, a new generation of midsize media platforms is emerging as the real growth drivers. According to IAB, these lean, high-performing ecosystems are now outpacing legacy platforms in revenue growth—and forward-thinking brands are taking notice.

1. Midsize Is the New Major

Don't let the term "midsize" fool you. These platforms aren't small—they're focused, fast-moving, and high performing. Whether it's premium CTV, high-intent newsletters, curated audio networks, or niche social communities, these ecosystems offer:

• 🎯 Hyper-targeted, high-intent audiences
• 📢 Premium, trusted content environments
• 🧠 Creative, flexible formats built for performance
• 💡 Lower ad competition and better cost-efficiency

2. Authenticity Wins the Game

Modern consumers have built-in BS detectors—and they're not afraid to skip, mute, or scroll past generic brand messaging.

That's why the fastest-growing media platforms are rooted in real, authentic communities: gaming worlds, health collectives, cultural niches, and creator-led spaces where loyalty runs deep.

3. Omnichannel Is the New Standard

Midsize media platforms aren't stuck in silos. Many operate across digital, CTV, events, social, direct mail, and even OOH—creating an incredible opportunity to build cross-channel brand journeys.

Legacy Code brings these moments together. Our custom QR technology bridges the gap between physical and digital experiences:

• 🎥 A scan from a CTV commercial triggers an exclusive offer
• 📦 A code on direct mail drives customers into loyalty programs
• 🎤 An event activation connects fans to real-time content, merch, or opt-ins