Gideon Spanier looks at how companies are seeking ways to cut their dependence on the two giants
Facebook and Google have become so dominant that smaller media owners urgently need to find ways to reduce their dependence on the internet’s twin “hegemonic powers”.
That’s the view of Shane Smith, co-founder and chief executive of Vice Media, who spoke for many at the Cannes Lions when he claimed that the vast majority of online media companies and content producers have become “beholden” to Facebook and Google.
The two beasts of online advertising already look like a duopoly. They account for about 40 per cent of all digital marketing spend, according to eMarketer, a
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