Google-Facebook duopoly in digital Ad market continues

The Google-Facebook duopoly in the fast-growing Indian digital advertising market continues with their local units—Google India Pvt Ltd (GIPL) and Facebook India Online Services—garnering ad sales of Rs 41,115 crore between them in 2021-22.

A good indicator of their dominance in attracting marketers to their platforms is the equalisation levy the two companies pay the tax authorities in the country.

The two majors combined paid Rs 2,277 crore out of the total Rs 3,900 crore that the revenue department collected in FY22 as equalisation levy, accounting for nearly 58.4% of the total.