Google and Facebook seem to be dominating internet advertising, since they have earned nearly 50% of the total revenue, while no third player has yet emerged to claim the rest of the digital market share.
Especially in the US, where the digital market grew last year by nearly $12 billion, the two companies secured 77% of this growth.
At the same time, the European Commission is preparing to impose a high fine on Google because of its abuse of its dominant position in the Internet search market. According to “Financial Times”, the fine is likely to exceed the record amount of 1 billion euros imposed on Intel in 2009.
Apart from Google and Facebook, it has not yet emerged a third player to claim the rest of the digital advertising market.
However, there are several companies that could do it. For example, Snap, the parent of Snapchat, believes it has the users that advertisers are looking for. Their age ranges from 18 to 24 years and they spend at least 30 minutes a day on that particular application.
Amazon is also in a position with the huge amount of data it has to create reversals in market data. Advertising executives estimate that Amazon is likely to be in third place, since it has penetrated fields other than retail, such as artificial intelligence and video streaming. Already allows advertisements to place ads on its site, and on all platforms it controls, it posts ads. In addition, Amazon has already created a tool that enables companies to extract data from its massive data bank. These are items that relate to the consumer habits of Amazon users, so when they get it, they can place their ads on the right spot.
Verizon Communications and AT & T also have the potential to play a role in the digital advertising market, according to a “Wall Street Journal” report.
On top of that, the strength of the online Chinese giants Alibaba Group Holding, Baidu and Tencent Holdings, which have a dominant role in their local market, is remarkable; and in this market the access of Western groups is legally limited.
However, if these three Chinese groups are excluded, no one else can threaten the Google-Facebook dipole.
In particular, it should be noted that the advertising companies hope that there will be awe-inspiring rivalry on Google and Facebook. This is because the two companies have eliminated the need for advertising because they do not have the need of their mediation; they have the financial power to organize and carry out their own work.
At the same time, advertisers do not want the oligopoly, as the “Wall Street Journal” observes.
(Συνολικές Επισκέψεις: / Total Visits: 16)
(Σημερινές Επισκέψεις: / Today's Visits: 1)