While Facebook and Google are expanding their brand value, they have to refinance expenses in their ongoing operative business as well as their investments in new projects, experiments, and branches. They are traditionally doing so by using their leading position as ad agencies. Their respective shares in Global Ad Spend are remarkable.
Two Companies Are Dominating The Global Ad Spend And Revenues
In 2012 the two IT giants already received 9% combined of the Total Media Advertising Revenues. This number went up to 20% in 2016 and climbed to a whopping 25% in 2017.
The picture gets even clearer when one changes the perspective and examines the Global Online Advertising Revenues. In this scenario, Facebook and Google united 47% of the globally created revenues already in 2012, which grew to 58% in 2016.
Finally, in 2017 the oligopolists split 61% of the global amount of revenues with Google getting the lion share of 44%.
This not only implies a strong positive position among all remaining competitors but also suggests a nearly unlimited power to dictate the terms and conditions of doing business with their customers.
This can be especially critical with regard to click prices, fraudulent clicks, and repressive ad policies and insofar limit customer protection.
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