Digital advertising in the U.S. surpassed the $100 billion mark for the first time ever. This report comes from IAB, the Internet Advertising Revenue Report was Conducted by PricewaterhouseCoopers (PWC). Mobile took the lion’s share of ad revenue for the third year in a row.
Anthony Ha over at TechCrunch wrote:
One of the recurring concerns about the digital ad industry is its dominance by Facebook and Google. While the IAB report doesn’t single out specific companies, it does measure concentration in terms of how much spending is going to the top 10 ad sellers. In 2018, those sellers collected 77 percent of total spending — the IAB says the percentage has fluctuated between 69 percent and 77 percent in the past decade.
