
Digital marketing is changing β and itβs going to keep changing. Six years ago, analyst Ben Thompson wrote that the digital advertising market was more or less settled, and that Google and Facebook were taking (and would continue to take) it all. But this year, Thompson conceded that he was wrong β noting that if youβd bought Twitter stock on the day heβd written that original article, you would actually have enjoyed a better return than if youβd bought Facebook stock on the same day.Β
But Thompson wasnβt wrong based on the information available to him (or to anyone) at the time. And right now, analysts arenβt wrong when they report that Google remains the dominant force in digital advertising, because thatβs what the data says. Google has a…