The crack in the wall of the Facebook-Google ad duopoly

What's New in Publishing 13 Jan 2020 06:05

Could we be witnessing the decline of the Facebook-Google duopoly in advertising?

We’ve seen glimmers of it, as publishers like Meredith position themselves for first-party ad revenue potential. Firefox took aim at it with their proposal for an ad-free internet experience, and other media brands are shying away from third-party platforms to unlock the paid content potential of their user data.

These trends and others are shaking up the Big Two, and their ability to shape the near future of the digital ad market, according to Mediaocean CEO Bill Wise in Ad Age.

“If history teaches us anything about monopolies, duopolies or any other defined industry hierarchy, it’s this: Nothing lasts forever. Just ask AOL. Or Napster. Or MySpace,” Wise writes.

“For Facebook and Google, that means their place in the digital advertising marketplace, however dominant, is far from inevitable,” he continues. “This year, the two increased their market share to about 60 percent combined, buoyed by sizable revenue growth that shows no signs of slowing down, but their growing strength does not equal inevitable or perpetual dominance. In fact, even as the two companies increase their market share, a number of emerging trends are threatening to eat into—or potentially even eliminate—their advantage over the competition.”

It’s a fascinating article in how it breaks down some obvious and some obscure trends that could be signaling a ground shift in how brands advertise. From where we stand, it’s a very good trend indeed, as consumers exercise free choice and brands turn back to real engagement with their audience.

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