Facebook and Google completely dominate the digital ad industry (GOOG, FB)

Google and Facebook together accounted for an astounding 99% of revenue growth from digital advertising in the US last year, according to an analysis of IAB estimates by Pivotal Research senior analyst Brian Wieser on Wednesday.
In a note to clients seen by Business Insider, Wieser said that both ad giants captured a combined 77% of gross spending in 2016, an increase from 72% in 2015. Facebook specifically accounted for 77% of the digital ad industry's overall growth, he noted.