Google, Facebook Increase Their Grip on Digital Ad Market – eMarketer (Mar 14, 2017)
The timing of this new data from eMarketer is perfect, because I just wrote a piece for Techpinions subscribers today about the battle for third place in online advertising. The reality is that Facebook and Google have been dominant for some time in this space and that shows very little sign of changing. As I argued in my piece this morning, some of the big Chinese names are actually the strongest contenders for third place on a global basis, but they mostly operate only in China, so it’s largely other US companies which are competing in the rest of the world, and they’re all pretty small in comparison to the big two. Between them, Google and Facebook appear to have search and display advertising pretty well sown up, with only the crumbs left for other players, who largely have to compete among themselves rather than having any prospect of taking meaningful share from the big two. As I also pointed out this morning, though Snapchat gets lots of attention, it’s currently behind even Amazon, let alone other bigger names like Microsoft and Yahoo, and will have to wait years to break into the top five. Meanwhile, Twitter is a cautionary tale about even once promising companies stalling before they reach their perceived potential.
via eMarketer
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