Internet adspend is set to decrease beyond the Google/Facebook duopoly

An overview of internet advertising spend and the Google/Facebook duopoly's share between 2014 and 2019.

Comparison of company reports with WARC’s media spend projections shows that the amount of ad money available to online platforms beyond Google and Facebook may decline in 2019, by a forecast 0.7% to $111.0bn. Conversely, this duopoly’s ad income is forecast to rise 22.0% to $176.5bn, or 61.4% of global internet adspend.

The calculation assumes Google paying $32.0bn in Traffic Acquisition Costs (TAC) this year. This is money paid mostly to Google Network Members – companies which host Google ads on their own websites. Google paid $26.7bn in TAC in 2018.

For online businesses not working with Google, the amount...

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