South Africa, March 22 -- Warc has found that of the $590.4bn spent on advertising worldwide last year, $144.6bn (24.5%) went to the Google and Facebook 'Duopoly', which equates to almost one in four dollars.
The duopoly's adspend share is up from 20.3% in 2017 and is more than double the 10.8% recorded in 2014. Warc predicts a further increase to 28.6% ($176.4bn) this year.
Looking only at the internet advertising market, the duopoly took over half (56.4%) of ad money in 2018, a share which Warc expects to rise to 61.4% this year. This growth is squeezing other online media owners, as the pool of ad money available to them is now in decline for the first time, down 0.7% to $111.0bn.
James McDonald, data editor, Warc, and author of the r...