Dollars go offshore

Most digital advertising goes to platforms like Google, Facebook, and TikTok.

Infometrics chief economist Brad Olsen says digital ad growth from these offshore behemoths is undermining traditional media.

Milking It reckons this trend would be easier to swallow if the tech giants were paying their share of local taxes, but there’s plenty of evidence that they are not.

Former Herald editor Gavin Ellis says the ad drain is gutting the industry.

“Imagine if our health system was being forced to downsize because its revenue was being sent offshore – there’d be outrage.”