Australia’s media industry will probably consolidate into bigger, scaled companies to better compete with the likes of YouTube and Facebook for advertising dollars, says Here, There & Everywhere chief executive Ciaran Davis.

“The need of advertisers in the coming years is going to be increasingly around access to scale of audience, the ability to get campaigns delivered on multi-platform content devices and ease of trading ... and also addressable IDs, and the ability to target one to one in a digital environment,” he said.