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Google and Facebook made up 67.8% of the UK digital ad market last year, which we expect will drop slightly to 65.9% this year.This is mainly a result of the pandemic's disruptions to Google's ad business, but we anticipate Facebook to be more resilient as it continues to maintain growth. However, despite the slight dip this year, the duopoly's share will rebound to 69.1% in 2021, nearly in line with our original predictions.Google's ad revenues will fall 5.
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