In online advertising, Facebook and Google are giants. Facebook in the US is projected to collect $ 7.7 billion in retail digital ad revenue, and Google $ 23.3 billion (  eMarketer report ). Though the US advertising nerve centre is Madison Avenue, Silicon Valley too is becoming more and more influential.

Facebook introduced a rating metric just like the TRPs for TV commercials. This rating matrix will facilitate ad buying across television and Facebook. Nielsen Digital Ad Ratings from Nielsen will give the combined performance of the TV and Facebook ads. Media planners now could buy the digital ads with as much ease as they had while buying the TV ads. Facebook and TV are complementary. Facebook is attempting to woo TV advertisers who are eager to reach mobile devices such as Tablets and smart phones. TV advertisers know that these mobile devices are increasingly being used to watch television programmes. Google wants to target ad campaigns to consumers using their email addresses. This programme is called Customer Match. For instance, companies can upload a list of customers’ email addresses gleaned for its loyalty membership. These customers can be shown specific ads when they are signed into Google. This programme will allow the companies to show their customers ad campaigns if they have not recently shopped for its products.