Platforms funded by digital advertising provide highly valuable services, allowing
people to find information in an instant and connect with family and friends from
around the world – all at no direct cost to the consumer. Google and Facebook are
the largest such platforms by far, with over a third of UK internet users’ time online
spent on their sites. Google has more than a 90% share of the £7.3 billion search
advertising market in UK, while Facebook has over 50% of the £5.5 billion display
advertising market. Both companies have been highly profitable for many years.

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