Facebook and Google Dominate Online Ads. Can Alliances Between News Publishers Compete?

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Digital advertising revenue, dominated by giants like Google and Facebook, is on course to track above $335 billion by 2020, or about the same as the GDP of Ireland.

One researcher has estimated that Facebook and Google draw around 85 percent of total digital ad revenue worldwide. Google alone will continue to channel around one-third of this growing revenue base.

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