For tech and media companies that make money off advertising in the U.S., there’s Google and there’s everybody else.

But an interesting secondary story is emerging in the battle royale between traditional and digital. Despite all the hype around digital ad growth, Facebook still lagged Comcast and Disney in overall advertising revenue. But for the first time, this year the company’s U.S. ad revenue will be larger than the biggest traditional media companies’. And this is likely to create more unease at the TV networks, which can no longer rely on the larger pool of TV ad dollars as a bulwark against digital upstarts.