WPP CEO Sir Martin Sorrell on Snapchat becoming the 'third force' to Google and Facebook

Each year, The Consumer Electronics Show in Las Vegasshowcases the innovation and technology that is changing the worldand the way companies do business.At CES 2017, Business Insiderspoke with advertising and marketing executives from a variety of industries to discuss their challenges, successes, and strategies for navigating the current digital landscape.Sir Martin Sorrell, CEO of WPP, the world's largest advertising company, explained how Googleonce a threat to advertising agenciesis now its biggest partner. WPP spent$5 billion of its clients' ad budgetswith Google last year, $1.7 billion with Facebook, and it is seeing big growth from Snapchat.WPP spent $90 million with Snapchat in 2016having only projectedto spend around $20 million to $30 million. Advertisers are now seeing the photo and video sharing appas a "third force" to Google and Facebook, according to Sorrell, who revealed an investor in both Snapchat and Facebook thinks Evan Spiegel'scompany could even "displace"Facebook in the future.Join the conversation about this story
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