• Numbers vary, but estimates for Google and Facebook’s combined market share range from 63% to 84%. The key questions now are: How special is the market concentration in the digital ad industry? And what are the main drivers of Google and Facebook’s growth?
  • Whatever the market constellations may be in a few years, consolidation toward a few market leaders would be in line with the natural development of most industries.
  • In summary, there are plausible reasons for the continuous growth of Google and Facebook, and strong industry consolidation appears to be ordinary market evolution.

    Source: https://adexchanger.com/data-driven-thinking/googles-facebooks-dominance-normal-market-evolution/