For marketers, this dominance creates a stark reality: if you want to reach consumers on mobile, you are going to have a very hard time doing so if you're not active in the Google and Facebook advertising ecosystems. In other words, if you want to reach consumers on mobile, you now realistically have to go through Google and Facebook. That explains why, for instance, over 80% of Facebook's ad revenue now comes from mobile despite the fact that five years ago, its mobile ad revenue was nil and everybody was debating whether or not the world's largest social network could ever figure out how to monetize its mobile usage. As it relates to reaching consumers via mobile, the better question is: what can marketers do? The dominance of Google and Facebook makes it all but impossible to market at scale on mobile without spending money with these behemoths. But there are still other opportunities. Get the full story at Econsultancy