, Columnist
Google and Facebook Divide Up Your Eyeballs
Each company focuses on its specialty, enhancing their dominance.
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How can you tell the $200 billion market for digital advertising is devolving into a two-horse race? The duopolists are retreating to their respective corners to specialize in what they do best.
Those two titans are Alphabet Inc.'s Google and Facebook Inc., which together collect more than two-thirds of all digital ad spending in the U.S., Pivotal Research estimates. And now they are competing a bit less with each other. Facebook on Friday essentially essentially gave up trying to fight with Google's DoubleClick business in the business of selling and placing advertising spots all over the web.