The two combined control over 50% of digital ad spending in the United States, and they're holding tight to that market share despite strong competition. Here's how political ads could have a considerable impact on Google and Facebook's top-line growth in 2020. In other words, investors can expect digital political ad spending to grow more than 50% compared to 2018 and produce a rush of deep-pocketed ad buyers to platforms like Google and Facebook. The more money being spent in the auction, the higher the average ad price. As such, the presence of political ad campaigns will force existing advertisers on those platforms to spend more for the same amount of impressions. And, it's very likely those marketers will pay up for those ads because Facebook and YouTube still offer excellent returns on ad spend.
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Feb 21, 2020