MarketWatch and the Wall Street Journal report that ad buyers hoping to see more options for clients, better products, and competitive pricing are embracing competition around Google’s strong hold on both internet searches and related ad spending.

On desktop, Google commands roughly 64 percent of searches, says comScore. And on mobile, the digital ad buying firm Merkle estimated that Google is capturing a staggering 96 percent of all search-ad clicks.

Some observers say when new players enter the space, it will likely be with heavy discounts for early buyers. Read more in from WSJ here.