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Google has been the market leader in online advertising for well over a decade and is expected to command nearly a 29% share of digital ad spending globally in 2021, according to eMarketer. Number-two Facebook is expected to capture less than 24%, while Alibaba is projected to be a distant third, with less than 9%.

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But now, those wanting a photographic career need to offer what laypeople cannot: studio work. “Anyone can shoot weddings and family portraits. But it’s not a year-long occupation. What’s a huge moneymaking niche is (meeting the need for) year-round studio sessions,” she said. “For corporate portraits and family groups, et cetera. Offer them keylights and spotlights that are all only able to be done in-studio.”