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In a piece for Martech Today, Desautels Global Expert James Green (BMus'86) writes that, though the US advertising industry is growing, the fact is that Google and Facebook are raking in the numbers while smaller firms aren鈥檛 doing nearly as well. There is also a marked downward slope in TV advertising, while the numbers for digital are on the rise.

However, Mr Green says that this does not mean that all of a company鈥檚 ad dollars should go toward the two behemoths in the room. In fact, a good approach would be to throw half of an advertising budget at the safety of Google and Facebook, then the other half at smaller, more innovative players.