Complete Story
05/16/2018
Digital ad market soars but Facebook, Google get 90% of growth
The global digital advertising market grew 21% to $88 billion in 2017, according to the IAB Internet Advertising Revenue Report released Thursday and conducted by PwC.
But because Facebook and Google account for 90% of that growth, according to Pivotal Research analyst Brian Wieser, others shouldn’t benchmark their own growth rates against the industry average.
While Facebook and Google may contribute to most of the revenue growth, the IAB reported that the top 10 companies on its list contributed 68-75% of overall revenue. Only three companies in the top 10 in 2008 remain on the list today. However, the IAB and PwC couldn’t reveal who those members were in order to maintain the confidentiality of those who submitted information for the report.
