Global Ad Trends: The Duopoly

This report summarises the latest research from WARC's Data platform, with a focus on the Google/Facebook 'Duopoly'.
  • Key findings include: One in four ad dollars is paid to the Google/Facebook 'Duopoly', and this share is rising.
  • Their combined share of internet adspend is expected to top 60% this year, resulting in the pool of ad money available to other online media owners declining for the first time.
  • The Duopoly controls the ad formats perceived to be most effective by practitioners.
  • Google and Facebook are competing directly for control of the online video market.
  • Google is battling Amazon on two fronts to defend its search market dominance.
  • Private messaging is Facebook’s new frontier...

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