For years, Google and Meta have dominated digital advertising in the U.S. Now, they are losing ground to giants like Amazon, TikTok and Microsoft.
In a major shift, Google and Meta’s combined market share of the US digital advertising industry is expected to fall below 50% for the first time since 2014, according to research group Insider Intelligence. This will result in Google accounting brazil telegram data for 28.8% and Meta for 19.6%, down from their peak of 54.7%, with 34.7% belonging to Google and 20% going to Meta, in 2017, their best year yet.
for less than half of ads in the US in 2022.
So what has changed? How does it affect advertisers? Let’s explore this topic in detail so you can make informed decisions about how to best use them to your business’ benefit.
The big change
Google and Meta are facing an increasingly competitive landscape with powerful new players.
Now we have publishers, social networks, streamers, e-commerce companies and more players fighting for attention.
Our everyday experiences are saturated with screens. mistakes made in web design From our work computer to a mobile phone or television, every second a consumer spends on their device offers an opportunity for brands to deliver impactful advertising.
Companies are fiercely competing for a share of the $300 billion digital ad market as global advertisers’ budgets shrink amid rising interest rates and inflation.
Many companies are emulating Google and Facebook by creating self-service advertising platforms that offer a simple way for advertisers to buy ads.
Companies like Amazon, TikTok, and Microsoft already capture a lot of first-party data while providing value to their users. Tracking first- betting email list party data allows new players to understand people’s preferences, needs, and wants, which will also help sell things to them more accurately.
This precision leads to more effective use of marketing dollars
less and less reliance on third-party data. In the wake of privacy measures implemented most prominently by Apple, that has become more of a necessity.
Meta CEO Mark Zuckerberg has said the revenue losses are partly due to Apple’s user privacy updates that make tracking capabilities and targeted ads more difficult.
As a result of this increased competition and new privacy challenges, Google and Meta’s market share is plummeting.