Google and Meta’s combined share of the US digital ad market dropped below 50% in 2022, and in just a few years that figure will be down to 43.0%. The triopoly is losing share now, as well; Amazon’s ascent will not be fast enough to offset the weakness of the other two giants.

• Retail media ad spending could propel Amazon into second place soon. In 2021, Meta’s US ad revenues were more than double Amazon’s. But now Amazon is gaining on Meta’s share of digital ad spending (12.9% versus 19.5%, respectively, this year). By 2025, the overall market share gap between the two will be just 3.2 percentage points.
• Google is facing its slowest growth since our tracking began in 2009. The market leader is set to increase its net ad revenues by just 2.9% in 2023, reaching $71.50 billion. With YouTube included, those figures will be 3.3% and $78.86 billion—still a poor showing by Alphabet’s standards. In 2024, Google’sshare of search ad spending is set to drop below 50% for the first time.