Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

That’s just $5.5 billion more than the amount spent on non-triopoly digital sources of advertising. This will flip next year, when non-triopoly digital ad spending surpasses $100 billion and traditional ad spending’s component parts continue to shrink. Traditional media’s share will fall to just 20.2% in 2026. The Duopoly Is Dead; Long Live the Triopoly.

ByteDance properties Douyin and TikTok have been making waves inside and outside China for several years. Their combined spectacular growth will result in ad revenues of more than $30 billion for their parent company in 2022, leaving ByteDance in fifth place among ad publishers worldwide.

Soon digital ad buyers will no longer be wed to buying ads from the two largest digital ad sellers in the world—the duopoly of Google and Meta (formerly Facebook). Retail media networks offer a powerful alternative to the advertising ecosystems of these two giants since they allow brand advertisers to reach consumers while they are in a buying mindset. Predictions.

The duopoly of Facebook and Google still dominates digital ad revenues worldwide, but a collective rival from the ecommerce industry is showing momentum.

The media and entertainment industries have traditionally made up a small fraction of the US digital ad market, and we expect their shares to remain flat or diminish through 2021. This partly has to do with traditional media conglomerates tightening their belts; their own ad revenues will continue to decline as ad dollars shift away from print and TV and toward the digital duopolies.

The ad market in the UK suffered during 2020, but the decline in spending was only marginal as digital investment took up much of the slack. Indeed, the resilience of digital formats has been palpable amid the pandemic.

And with many digital consumer habits anticipated to stick post-pandemic, digital video is set to bolster its position as a key digital ad format for years to come. How did shifts in spend by format affect the duopoly? Digital display advertising, and particularly video, benefited from the pandemic.

Report: US TikTok Advertising 2022. Article: ByteDance expands the ranks of duopoly challengers. Article: TikTok to surpass YouTube in US—and come after other apps in the process.

Multichannel retailers including Best Buy, Target, The Home Depot, and Kroger have also developed their own networks, while other commerce platforms like Uber, DoorDash, and Gopuff also try their hands at advertising. Retailers will more aggressively pursue brand budgets traditionally allocated to TV and the digital ad duopoly.

US advertisers increased their investments on digital media by almost 15% last year despite a pandemic and recession, looking for flexibility and accountability.

Amazon’s net US digital ad revenues will rise 55.5% this year, as the No. 3 digital ad seller rides the wave of an ecommerce shift that’s attracting more brand investment.

Retail media networks threaten TV budgets and the ad platform duopoly. Google, Facebook, and the nearly $70 billion TV ad market’s stranglehold on branding dollars will feel the impact. The powerful behavioral advertising duopoly is encountering a cavalry of new media platforms equipped with better data. The most durable of advertising media, linear TV, will face an unprecedented threat to budgets.

Looking ahead to 2023, we expect Google to lose share of the digital ad market, Facebook to stay fairly stable, and Amazon to gain share. Display will continue to gain share of the overall ad market throughout the duration of our forecast. Search's share will remain about the same this year as in 2020, before falling slightly through 2025.

eMarketer principal analysts Nicole Perrin and Debra Aho Williamson discuss how COVID-19 has changed engagement and the flow of ad dollars to the digital duopoly of Facebook and Google. They then talk about gamifying social distancing, Mozilla and Scroll's 'Firefox Better Web,' and Instagram 'Co-Watching.'

Their platforms are powered by the combination of high-intent keyword searches and shopper data, giving them an even better ability than their duopoly counterparts to target the right customers with ads. More significantly, Amazon, Walmart, and Instacart possess massive troves of online and offline purchase data to demonstrate the full impact of their advertising.

An expected economic recovery in 2021 bodes well for Canada’s advertising market.

The coronavirus pandemic is putting a major dent in US digital ad spending growth. Outlays will increase by just 1.7% this year—read on to learn what that means for major ad channels and platforms.

Jonathan Adams, executive director and managing partner at Wavemaker, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey in a conversation about the health of the ad ecosystem amid unprecedented disruption. Among the many topics they cover are the balance between subscription- and ad-supported video and the role of walled gardens.

This CMCRP estimate suggests the duopoly is much stronger in Canada compared with the US, where it will account for 55.5% of the US digital ad market in 2020. Unlike the larger and more diversified digital display market in the US, the presence of the duopoly is greater in Canada. The same is true in most other smaller ad markets where domestic players lack the scale to fend off global ad platforms.

Google and Facebook already control 60.8% of the total US digital ad market. And when it comes to the duopoly's share of digital political ad revenues, it has an even tighter grip, with a combined 77.6% this election cycle.

eMarketer principal analysts at Insider Intelligence Mark Dolliver, Jeremy Goldman, Jillian Ryan, and Debra Aho Williamson discuss their expectations for the media world next year: federal privacy regulation, a retail media trio to challenge the duopoly, the next iteration of virtual events, social entertainment's staying power, and more.

So, we've taken advantage of that and dramatically ramped up our ad investments. Meanwhile, in other areas like direct mail, there's a much longer lead time to that investment, and you're locked into it. Because of all the uncertainty, we've scaled back spending on those kinds of ad formats. Many brands are investing in TikTok advertising. Has Uncommon Goods done the same?