Plus, of course, those other 15% of the market, to be even more precise. Not to mention that online advertisement to a certain degree is the same market as other forms of advertisement.

Look, there is a reason there are active investigations of Google's and FB's effects on the news media in U.K., Australia, Korea. They are duopoly and their effects reverberate through the entire internet, stifling creation of new websites and new media sources. There's a reason that VC investment in news media on the internet is nonexistent.