The online advertising market has two great winners who are also quite successful on a global level. Those two companies are Google and Facebook, dubbed the duopoly by the US media based on their power in the US online advertising market. The name has permeated – although now there Italy Mobile Database are those who are already beginning to speak of a tripolio that includes Amazon – and has settled in a more globalized way. This occurs because the presence of Google and Facebook in advertising markets beyond the US is quite similar. They are the ones who dominate and who take a significant part of the advertising investment. This is causing attention to the role of these giants in the advertising market to be analyzed further than in that country. The problems that public administrations posed for Google and Facebook have been, until now, rather connected with their role in certain specific areas. 
Accusations of being monopolies have been repeated, as have analyzes and complaints about their situation in areas such as fake news or the circulation of disinformation. However, the existence of the duopoly and its impact on the advertising market are gaining ground as an element that can cause problems for these two giants. At least, public bodies are already investigating it, which is what is happening in Spain. As collects CincoDÃas , the National Commission for Markets and Competition (CNMC) has now Google and Facebook in the spotlight: the Commission has been investigating since 2019 the conditions of competition in the market for online advertising in Spain.
According to the economic media, the CNMC wants to analyze the “conditions of competition in the online advertising sector in Spain”, especially how the new online companies have modified the “traditional models of competition” and how this has affected the advertising market. advertising and the maneuverability of its players. The testimonies that the Brother Cell Phone List report has collected among the traditional Spanish media is very negative. The Association of Advertising Media of Spain assures that they have been harmed and that they do not compete on equal terms with Facebook and Google, for example. The conclusion of the CNMC after listening to the sector is, in fact, that there is “some concern” about possible competition and about the power of some players over others.
And that’s where the power of the duopoly comes in. The CNMC does not say so, but the market data does: some statistics already indicate that Facebook and Google would control 80% of the Spanish online advertising market and that by the end of 2021 they would have received more from advertising than the large private television channels as a whole. (Mediaset plus Atresmedia). What will the CNMC investigations imply when they are finished and everything is made public? In theory, everything could conclude with a deeper investigation into the market situation and the power of these two giants, or not. Even so, and as explained by the sector to CincoDÃas , there is the possibility that the investigations will end up becoming the starting point for something else at the European Union level, since the two companies are multinational and both already have problems and tensions with the EU. Be that as it may, what is clear is that duopoly problems are no longer limited to the pressures they receive in the United States. Criticism and analysis have expanded beyond that market.