Market analysts indicate that in 2012, online advertising in the US grew 15.5%, to $36.6 billion, and the two big Silicon Valley giants grab much of that growing pile of cash.
An analyst with data tracker Pivotal Research, Brian Wieser said that excluding Facebook and Google, who take up most of the share, there is almost no growth, New York Post reports.
Pivotal indicates that out of the $19 billion spent on search, the largest areas of online advertising, Google has an estimated 95% share.
The report said that while spending in the digital space has grown exponentially, one-time stalwarts AOL and Yahoo! have been left on the sidelines.
According to Pivotal data, keeping aside Google and Facebook, display and traffic acquisition costs (TAC), web advertising stands at just $12.4 billion, constituting an annual growth rate of just 1%, the report added.
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