The Google-Meta duopoly is losing its power

Google and Meta have seen their ad revenue melt away. Reuters/ANDREW KELLY/REUTERS/ARND WIEGMANN

Competed by Amazon, Apple and TikTok, the two giants have seen their market share fall below 50%.

The lines are moving in the online advertising sector. After almost a decade of dominance in this sector doped with personal data, the Google-Meta duopoly is losing its luster. According to a study by Insider Intelligence, the combined market share of the two groups in 2022 fell below the symbolic limit of 50% in the world (49.5%) and in the United States (48.5%). It had peaked in 2017 at 54.7%. This decline, which may seem relative, is far from over. Insider Intelligence predicts that Google and Meta will account for just 43.9% of the US digital ad market by 2024.

This decline is associated with the emergence of other major technological players on these issues, starting with Amazon. The Seattle giant’s advertising division brought in more than $30 billion in 2021. It is mainly focused on “retail media,” namely buying keywords on e-commerce platforms’ search engines. .

Thus, by paying, acting…

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