The Race Is On to Challenge Google-Facebook ‘Duopoly’ in Digital Advertising - WSJ

From a digital advertising reality check

"Google and Facebook together collect nearly half of global spending. Last year, the U.S. online ad market expanded by nearly $12 billion and the two firms accounted for over 77% of that spending growth, according to eMarketer.

Advertisers are hoping for the emergence of a legitimate third player to provide competition that can give them more leverage and help keep prices in check. For ad agencies, the matter is existential: Google and Facebook have the resources to deploy entire teams to work with marketers directly, cutting out the middleman."

The Race Is On to Challenge Google-Facebook ‘Duopoly’ in Digital Advertising - WSJ