"The intersection between media and politics remains very strong in several countries under study. In these conditions, there is often little transparency on media ownership and a lack of transparency on local funding sources of media. Relatedly, in some cases, a change in government policies was raised as an important precondition to possibly change the negative discourse towards the (public) media. A different political climate may benefit the financial conditions of a media outlet, for instance by lifting difficulties in acquiring media licenses or access to (governmental) funding by independent media. The advertisement markets for media are, in many of the countries under study, still controlled by a few large, more traditional media outlets. Generally, the advertising market is driven by a number of factors, including a network, political patronage, and the ability of media owners to utilise relationships with the corporate sector. Due to the digitalisation of media and the advertising market, the market has further changed over the past years. There is limited to no regulation in the distribution of advertisement funding based on quality standards for journalism. Some media practitioners proposed to address this problem by stimulating national governments to support regulatory bodies for media advertisement. While digital advertisement is on the rise, most revenue of online (media) advertisement is directed to big tech companies. An increased amount of advertising money is flowing towards social media platforms, and Internet advertising has been rising exponentially, as observed in all countries under study. The media sector as a whole is suffering from this trend, particularly the more traditional print media who are struggling to make the transition to online media. In some countries under study, media are not even eligible to generate an income on the large social media platforms. Policies to regulate online advertisement is imperative to strengthen the competition position of traditional media." (Global trends, page 9)