New data from business research firm eMarketer has disclosed that Facebook and Google have actually improved their digital advertising dominance in the U.K. a year after the implementation of the EU General Data Protection Regulation, Fast Company reports. Facebook and Google are respectively projected to hold 38.8% and 24.5% of the digital advertising market by the end of the year, and they'll combine for 64.7% by 2021. However, eMarketer Principal Analyst Bill Fisher expects the regulatory action against both companies could change projections. "Recent data breaches affecting Facebook, for example, are prompting agencies to push for the maximum fine of 4% of worldwide revenue, which equates to around $1.6 billion," Fisher said in a statement. "Facebook and Google have deep pockets, sure, but there are only so many fines that they’ll be willing to accept."
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