Digital Firms Dominate Top Media Companies, Emerging New Media Owners Gain Ground

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Power in the digital advertising market is concentrated in the hands of a few large platforms, and New Media is becoming even more concentrated. The five purely digital media owners — Google, Facebook, Baidu, Yahoo and Microsoft — generated $71 billion in New Media revenue, which represents 68% of all global digital ad spend, up from 67% a year ago, according to a just-issued report from ZenithOptimedia, part of Publicis Groupe. Google’s dominance as the world’s largest New Media owner has increased, with the gap between it and its nearest competitor…

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