This is the era of duopoly in digital advertising, a time when Facebook and Google control the lion’s share of the overall digital U.S. ad spend (54%), as well as the mobile ad spend (67%). The situation is even more stark when you look at incremental growth numbers: Facebook and Google together account for 98% of new digital ad dollars spent last year.
Smaller players have to fight over a still significant, but ever-shrinking, share of the pie, even as other behemoths — most notably, Amazon and Verizon — emerge to grab at the same piece. These large players, each with proprietary tech and money to spend, seem destined to conquer every last inch of the digital advertising landscape.
