Digital Growth Emboldens the Empowered
These new ad dollars for digital aren't exactly trickling down though. Google alone controls 39 percent of all digital ad spending in the U.S. and just a handful of companies command as much as 60 percent of the market, says Ramsey.
The lack of competition in the mobile space is even more uneven. The three biggest players Google, Facebook and Twitter earn more than 60 percent of all money spent on mobile ads in the U.S., says Ramsey.
Social ad spending will reach $6.8 billion in the U.S. this year, according to eMarketer. Facebook currently controls 71 percent of the market, which is the equivalent to 10 percent of all digital ad spending in the U.S.
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