Just five companies (Google, Yahoo, Microsoft, Facebook and AOL) control 64% of all online advertising spending, according to a new study.
The data was calculated by entrepreneur Darren Hermen, using figures from ZenithOptimedia on October 3, 2011, which stated that worldwide digital advertising accounted for about $64.03bn.
Herman also found that Google accounts for nearly half of the global figure, controlling 46% of all online spending.
This is approximately 364% more revenue from advertising than it’s next closest rival, Yahoo.
Writing in his blog, Herman said: “With Facebook only now starting to monetize their platform, you can start to see how big an impact they could have on the dominance of the digital advertising landscape.”
Read the full data on Darren Herman’s blog here.
