by Hamza Shaban // July 27, 2017
Google and Facebook reported surging revenue growth in their second quarter earnings reports this week, due in part to their impressive hold on the digital advertising market.
And some analysts say that advertisers are clamoring for an alternative to the two giant Internet platforms who dominate the industry.
Google is expected to command nearly 41 percent of the $83 billion Internet advertising market in the United States this year, according to estimates by the research firm eMarketer. Facebook will claim just under half of that, about 20 percent.
Having two companies hold so much market share leaves advertisers vulnerable to whatever price those two firms want to set, said Justin Kennedy, chief operating officer of the ad tech firm Sonobi.