Google is still number one and way out of reach thanks mostly to search, but you have to wonder if someone won’t be able to push past them. . . someday?
What’s truly discouraging about these numbers is the fact that now 67.7% of all ad dollars are being split between the top five companies. That’s up from 63% only two years ago. With AOL and Yahoo trending downward and Microsoft barely hanging on, it’s possible that this could be a three-horse race in the near future, or even worse, a battle between Facebook and Google alone. To keep the monster metaphor alive, that’s like Godzilla vs. Rodan and it’s the little people who will suffer.
I say its time for all the small ad sellers to ban together to form an alliance! Facebook and Google need to be challenged! Who’s with me? No one? Fine. But here’s what else I wonder, do you think Twitter will ever worm its way on to this top five list? If they triple their ad sales in the next few years as predicted, it could happen.