Facebook and Google combined account for an estimated 72% of the $5.5 billion Internet advertising market in Canada in 2016. Internet advertising revenues continue to climb and have done so since the year 2000.
The growth of digital ad revenues has come primarily at the expense of print, both magazines and newspapers. In 2013 Internet ad revenues surpassed those of Television and the IAB estimates a 13% increase for 2017.
According to the Canadian Media Concentration Research Project: “the addition of internet advertising has not expanded the size of the media economy “pie” but resulted in a massive transfer of ad dollars from established media to internet advertisers, and to two internet behemoths specifically: Google and Facebook”.