Imagine if two news publishers dominated digital media in the way that Facebook and Google do. The Government would not allow such a duopoly to stand. Campaigners would call for them to be broken up in the name of media plurality. Yet by 2020 Google and Facebook are expected to take 71 per cent of all the money spent in the UK on digital advertising, according to a report by analysts OC&C. The effect of this can already be seen and is devastating for both the news industry and for society in general.