Google and Facebook control most of the market share when it comes to digital advertising. According to eMarketer, Google and Facebook are expected to take home half of all revenue worldwide for internet advertising this year. John Hall, co-founder and CEO of Influence and Co., joins Cheddar to give his take on the industry. Hall feels that while Google and Facebook do have a corner on the industry, there is an opportunity for other platforms to break through. Advertisers are desperate to see success and reach on other platforms, so it is just a matter of one of them gaining momentum. Hall also addressed Facebook's new initiative to fully monetize and advertise on Messenger. While he feels there is exciting advertising opportunity there, Hall does fear an even stronger hold on the advertising industry.

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