Spanish regulator CNMC (National Commission of Markets and Competition) conducted a study of the online advertising market and found that Google and Facebook dominate Spanish sector. CNMC started analyzing the competitive environment of the online advertising sector in Spain in 2019, stressing that advertising is a very relevant element for competition in all markets.
Spanish digital market generated around €3,450 million in 2019. At the same time, there is an upward trend every year and this year the growth will reach 20%. Currently online advertising market surpasses the ad revenue generated by traditional media resources – TV, press and radio.
CNMC states that Google absorbs more than 50% of the total revenue and Facebook more than 20%, and it creates the situation when 70% of the market is dominated by two tech giants.
The regulator drew attention to the fact that in modern realities, the need to restrict and control the activities of technical companies is constantly increasing. The dominance of the online advertising market is a direct proof that it is necessary to introduce measures.
Source: Broadband TV News website