Newspapers have long considered Facebook and Google their frenemies.

On the one hand, they rely on both to distribute their words and ads to a mass audience as print ads and subscription dollars plummet.

But by doing so, the two tech giants have now ballooned in size to the point where there’s little room left for anyone else in the industry to breathe.

Facebook and Google now collectively control around $.70 of every dollar spent on digital ads. The portion of three remaining dimes that isn’t vacuumed up by other platforms like Twitter, Snapchat or Verizon-AOL-Yahoo! or any number of ad tech middleman is split between hundreds of media outlets each competing for a sliver of a cent. Read more…

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