The research shows that Google and Meta dominate up to 90% of the digital advertising market. They control various aspects through a vertical monopoly that adds servers and exchanges. This means they can charge monopoly rents on digital advertising.
They also force news organizations to adapt and operate to that logic. We heard earlier about news organizations and their digital presence. One of the problems is that the platforms constrain news organizations to operate according to a logic of clicks and engagement, rather than public interest, because of their vertical monopolies over the digital advertising ecosystem.
Furthermore, what studies show about digital advertising is that news brings significant value to the digital advertising on a platform regardless, again, of whether anyone is searching for that news. For example, the fair compensation for the value that media content provides to Google Search, because of digital advertising wanting to be on that platform, would amount to about 40% of total revenue, or approximately $176 million per year in Switzerland alone.
I'm fairly certain that Canada has a larger population than Switzerland, so you would expect that amount to be even greater in Canada.
Thank you.