Google and Facebook now account for 25% of all ad sales, online or off

[rcjordan]

http://www.businessinsider.com/google-and-facebook-dominate-the-world-of-online-advertising-charts-2017-12

[Brad]

At least there are two now. For a long time it was just Google for everything.

[Rooftop]

At least there are two now. For a long time it was just Google for everything.

This is a skewed perception from those of us in the digital industry. We think of online advertising in terms of AdWords, rather than brand display (which is much larger). Brand display trickles through a slightly archaic route of brands, agencies, DSPs, trading desks, SSPs and networks. The growth and development of the doubleclick suite has put Google at several strategic crossroads filtering off spend. Ad exchange gives a nice efficient route removing networks as well as reducing the role of agencies, DSPs, SSPs and often trading desks.

At the same time there is a huge push to bring spend to digital from television in particular (just like print spend was targeted before). It's working too - there is a current shortage of video inventory as demand is outpacing it.

This isn't a "good , the evil corp has competition" story. It's more like "shit, there's two of them now... And they're everywhere".

I think GDPR could even accelerate this. People are talking like it's going to be a massive blow to Google/Amazon/Facebook. I'm not even first to getting my head around it yet, but I suspect that the big players are the only ones who are going to be able to respond quickly and they'll gain further share whilst the flaps about trying to work out out.