For years, we’ve been told the same thing. Media is fragmenting. More platforms. More channels. More choice. And on the surface, that’s true. But culture is fragmenting faster than ever. Politically. Economically. Socially.

And the infrastructure delivering that culture is consolidating. Magna estimates that more than 80% of digital media is effectively controlled by just three players: Google, Meta and Amazon.  We’re more divided than ever, we’re just being divided in the same places. The same feeds. The same algorithms. The same systems deciding what shows up and what doesn’t. And that’s the part we’re not talking about enough.

That’s not fragmentation. That’s concentration with a better interface. The risk is that marketers are treating platform data as complete…