The Facebook-Google duopoly means ad tech growth is drying fast
The duopoly is real, and independent ad techs are feeling it.
Citing research by LUMA partners, the New York Times reported that the number of independent ad tech firms fell by 21% since 2013, amounting to just 185 as of last quarter.
Meanwhile, of the $88bn spent on digital ads last year, over 90% went into Facebook and Google’s pockets, leaving a remaining market worth just $9bn for those smaller outfits.
The result is that venture capital investments - which reached a high just shy of $3bn in 2015 -...