But now, they're losing out to giants like Amazon, TikTok, and Microsoft. In a major shift, Google and Meta's combined market share in the U.S. digital advertising industry is expected to fall below 50% for the first time since 2014, according to research firm Insider Intelligence. This would lead to 28.8% Google and 19.6% Meta in 2022, following their best year yet in 2017, when their combined share peaked at 54.
7% (34.7% of which belongs to Google and 20% to Meta). Source: Axios So, what line data has changed? How does it impact advertisers? Let’s explore this topic in detail so you can make an informed decision on how to best leverage them to the benefit of your business. Big Shift Google and Meta face an increasingly competitive landscape with powerful new players emerging. Now, publishers, social media, streamers, e-commerce companies and more are vying for attention.
Our daily lives are filled with screens. From work computers to mobile devices and televisions, every second a consumer spends near a device . As global advertiser budgets shrink due to rising interest rates and inflation, companies compete tenaciously for a share of the $300B digital advertising market. Many companies are following the lead of Google and Facebook and creating self-serve advertising platforms that provide a direct way for advertisers to buy ads.