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Google and Facebook’s dominance can, in part, be traced to one simple thing: Both make it exceedingly easy to spend money with them.

For rivals like Amazon, Twitter and Snapchat that means playing catch-up. In a survey of 49 media buyers at the Digiday Media Buying Summit in October, media buyers rated Twitter, Snapchat, and Amazon as platforms used for exploratory ad spending while Facebook and Google was the destination of their most important campaign spending.

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