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Google and Facebook bring in one-fifth of global ad revenue

Two companies increase their advertising duopoly by earning a combined $106.3bn, nearly double the figure of five years ago.

Google and Facebook attracted one-fifth of global advertising spending last year, nearly double the figure of five years ago, research shows.

Online advertising has overtaken television to become the world’s largest ad medium, according to data and analysis agency Zenith. Twitter is the fastest-growing media owner, increasing ad revenue by 734% between 2012 and 2016.

Internet-only media companies are grabbing the biggest slices of the online advertising market, while traditional news publishers have fallen far behind and been forced to make cutbacks.

Google, owned by parent company Alphabet, is by far the biggest media owner in the world and attracted $79.4bn (£61.5bn) in ad revenues in 2016, three times more than the second-largest, Facebook, which pulled in $26.9bn, according to Zenith. The previous year, Alphabet took $67.4bn of ad revenues and Facebook $17.1bn.

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