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Facebook and Google control dominance in the online advertisement business, crushing their competitors in the past few years and reducing the number of independent firms.

Venture capital money in digital ad firms reached high of $2.92 billion in 2015 — that number is expected to be less than half that in 2018, according to financial research firmCB Insights, The New York Times reported Sunday.

Number - Ad - Companies - Percent - LUMA

The number of independent digital ad companies fell 21 percent since 2013, according to LUMA Partners, which analyzes digital media and marketing, with only 185 left.

Overall ad spending online continues to rise yearly, but 90 percent of the growth in 2017 went to Google or Facebook, The NYT reported.

Giants - Percent - Ad - Spending - US

The two tech giants, combined, received about 63 percent of all ad spending in the U.S. in 2017. Facebook and Google receive about 50 percent of global ad revenue.

Most websites on the internet make their money from ads, like Facebook, Google, YouTube, and Twitter. That said, a small but growing portion is seeing an increase in donor or subscription-based content.

Google - Way - Ads - Ability - Users

Google developed a way to advance its tailored ads, with the ability to target highly specific users, by tracking users’ purchases inside stores and matching them to the ads users see online, The Daily Caller reported in 2014.

The development allowed Google to gain...
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