On the internet, there’s Google and Facebook, and then there’s everyone else.
Digital publishers know this. They know it on the business side, where the two companies have been accounting for just about any and all online ad growth in the last couple years.
Digital publishers also know this on the referral side. Unless you’re one of the lucky few websites that is still a destination for readers, you’re playing the Facebook/Google game. Together, they accounted for 75% of all internet traffic referrals (aka when you first click on a link to somewhere else from them), according to data analytics firm Parsely.
