Kafka, Peter. “Google and Facebook are booming. Is the rest of the digital ad business sinking?” Recode.
Google and Facebook are redrawing the media map. Eventually they
will control more media spend than any two firms in history—
separately, much less combined. Most people would agree that, for the
next decade at least, ground zero for growth in media spend will be on
mobile. Combined, Facebook and Google control 51 percent of global
mobile ad spend, and their share grows every day. In 2016, the two
firms accounted for 103 percent of all digital media revenue growth.^27
This means that, sans Facebook and Google, digital media now joins
newspapers, radio, and broadcast TV as sectors that are in decline.