Digiday+ Member Article

At the Digiday Moguls event in March in Vail, Colorado, we sat down with 33 C-suite publisher executives to get their thoughts on publishers’ relationship with the Google-Facebook duopoly. Check out our earlier research on European publishers’ international expansion plans here. Learn more about our upcoming events here.

Quick takeaways:

  • Over half of publisher executives in Digiday’s survey from the event are very or extremely concerned about ad spend going to the duopoly.
  • Respondents are split on whether Facebook and Google are media companies or tech companies.
  • Roughly two-thirds (64 percent) believe there’s still time for Facebook-dependent publishers to diversify their audience sources.
  • Respondents have mixed reactions to Google’s ad-blocking version of Chrome.

Concerns about the duopoly persist
With eMarketer projecting that Facebook and Google would gobble up 63 percent of the amount spent on digital advertising in the U.S. in 2017, C-suite publisher executives at the Digiday Moguls event were understandably concerned about the duopoly’s dominance. Sixty-three percent of the executives surveyed said they were concerned, while 9 percent said they were not very concerned or not at all concerned.

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