The triopoly looks stronger, but it's digital that's getting bigger. Amazon, Google, and Meta now command 58.8% of total US ad dollars, up from 47.1% in 2020. But that's not an indication that the triopoly's control of the digital ad market is growing. Instead, this increase reflects the rapid shift of dollars from traditional to digital, with digital’s share of total ad spend increasing from 63.7% to 81.8% since 2020.