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Why Martech Companies Should Be Terrified of Facebook, Google, and Amazon
By: Contently
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In ad tech, there’s Facebook and Google, and then there’s everyone else.

In the first quarter of 2016, revenue rose 21 percent year over year, according to the Interactive Advertising Bureau—but 90 percent of that growth went to Facebook and Google. It’s no wonder that industry experts like Jason Kint, chief executive of Digital Content Next, refer to the pair as a duopoly.

There are serious consequences for the many ad tech players jostling for that meager 10 percent of the pie. Ad tech funding is dropping rapidly, according to the Financial Times, and investors see dim futures for ad tech companies who can’t compete with Google or Facebook.

Could the same thing happen to the martech industry?

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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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