Most people think that Google and Facebook swim in their own lanes and blissfully run a duopoly over the internet and its advertising channels. While its true that these two companies will accrue roughly 60% of online ad revenue in the USA in 2017, the two companies are increasingly competitive with each other. Consider that Facebook has become a leading platform for video (serving, sharing, advertising) in competition with Google’s YouTube. Google’s communications tools (Gmail, Hangouts) have lost market share to Facebook Messenger. Facebook has even evolved its search capabilities, becoming one of the top destinations for image searches. While Facebook can’t challenge Google on search and display advertising yet, we can foresee future incursions on Google’s home turf related to behavioral targeting (across the internet), analytics and even search.