The 10 biggest internet players nabbed a whopping 99 percent of gross online ad revenue last year - up from 95 percent in 2005 - writes Ad Age, citing recent findings from Marketspace.
On a net ad-revenue basis, Marketspace estimates, the Big Four - Google, Yahoo, AOL and MSN - nab about 57 percent of total online ad outlays, and the Big 10 about 70 percent.
The largest web companies are dominating not just by having highly trafficked sites but also by helping to monetize the millions of other sites on the web through contextual text links and display-ad networks.
That search is such big business - 40 percent of the online ad market - means there's an opportunity for some online publishers to capture a disproportionate share of the display ad market.
