Digital Advertising in India
Google, Meta and the Platform Duopoly
A few big platforms capture a huge share of digital ad spending, raising concerns about market power and competition.
A concentrated market.
Dominance
Google and Meta capture a large majority of digital advertising revenue globally, and a big share in India.
Data advantage
They own vast user data and tools for targeting.
Publishers
News sites and small publishers depend on them for traffic and revenue.
Regulation
The Competition Commission has investigated their practices.
A small publisher
A news website sees its traffic swing when a platform changes its algorithm.
Assuming free platforms have no market power
They control access to audiences.
Key takeaways
- Two firms dominate.
- Data is their advantage.
- Publishers depend on them.
- CCI has investigated them.
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