Television reigned supreme over the advertising market. It has been a long time coming, but finally, this year, digital has dethroned TV.

According to data collected by business intelligence agency Magna Global, in 2017, around 209 billion US dollars were invested in to digital ad spend, while TV's share stood at 179 billion dollars in 2017.

So, there should be the festive feeling in digital publishing, now awash in ad dollars. What stresses many is the distribution of those ad dollars. Indeed, Google and Facebook are snapping up a very big chunk. According to recent data provided by eMarketer, the mighty duopoly "is now expected to rake in a combined 63.1 per cent of US digital ad investment in 2017." The others are left to squabble over the rest.