Facebook and Google will continue to consume more and more of the advertising industry, while digital advertising goes mobile-first. You’ve probably already seen Mary Meeker's Kleiner Perkins Internet Trends Report in June that said 76% of the growth in digital advertising this year went to Facebook and Google. You might have seen that Brian Nowak at Morgan Stanley went further in April and said “in the first quarter of 2016, 85 cents of every new dollar spent in online advertising will go to Google or Facebook”. What’s the latest? An analysis of the new IAB / PwC Internet Ad Revenue Report shows that 103% of the industry growth in the United States in the first half of 2016 came from Google and Facebook. Yes, that means that the rest of the digital advertising market actually shrank by 3%, despite double digit overall market growth. Get the full story at Salesforce