These are the findings of IDC’s latest research on the advertising technology industry, as outlined in the reports Worldwide Advertising Software Forecast, 2018-2022 and Worldwide Digital Advertising Software Market Shares, 2017: Despite Intense M&A Activity, Still a Fragmented Market.
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.