On today's episode, we discuss the most impressive parts of the triopoly's (Google, Facebook, and Amazon) performances this year, what we were most concerned about, and why they will lose or gain share in 2022. We then talk about a new TV show designed specifically for social media and whether YouTube TV adding channels can move the needle. Tune in to the discussion with eMarketer principal analyst Paul Verna and senior analyst at Insider Intelligence Jasmine Enberg.

The triopoly of Google, Facebook, and Amazon will rake in 64.0% of this year’s $211.20 billion in US digital ad spending, about the same share as 2020 and up 1 percentage point from 2019.

US digital ad spending will soar past $200 billion this year, marking 38.3% growth from 2020. The triopoly of Google, Facebook, and Amazon will make up 64.0% of all US digital ad spending this year, about the same share they possessed in 2020.

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.

Amazon will account for 39.5% of all US retail ecommerce sales in 2022, or nearly $2 in $5 spent online. Altogether, the next 14 biggest digital retailers will make up just 31.0%, with the remaining 29.5% of the ecommerce pie going to everybody else.

The American triopoly will far overshoot our earlier expectations:. We originally forecast Google would grow ad revenues by 25.3% worldwide in 2021. Now, we anticipate the figure will be 40.7%. Facebook was in line for a 28.0% increase, but we’re now estimating a 35.8% expansion.

The old triopoly is no more. What’s Inside. This report contains our latest forecasts for ad spending in China through 2026. It includes our estimates for the following areas:. Total Media Ad Spending. Traditional Media Ad Spending by Media Type. Digital Ad Spending by Format. Mobile Ad Spending. Digital Ad Revenues by Company. Behind the Numbers.

We expect Amazon, like the other two members of the digital advertising “triopoly,” to continue this elevated trajectory and more than double its 2020 net revenues by 2023. Video Ad Spending Beat Our Pre-Pandemic Expectations.

Ads within the triopoly—Google, Facebook, and Amazon—are programmatic by default, and their share of total US display ad spending is growing compared with nontriopoly publishers. This is happening largely because these tech giants dominate the spaces where digital ad budgets are going, such as CTV, social, and ecommerce. Buyers are getting more comfortable with programmatic CTV.

The biggest player in this market is Amazon, whose US advertising business is growing faster than those of the other two members of the triopoly: Google and Facebook. However, other retailers are also making big plays in the ad space, including Walmart, eBay, Target, CVS, Etsy, and, most recently, Best Buy. These companies are motivated by several factors:.

Some analyses present these players as major threats to Google and Meta, and in the US many refer to a “triopoly” already, with Amazon included. However, that narrative has more relevance inside the US than it does globally. As far out as 2024, Amazon, ByteDance, and Alibaba combined will still not have as much worldwide ad revenues as Meta does by itself. And Google will remain far ahead of Meta.

In the US, Amazon is part of a triopoly of companies that takes the lion’s share of digital advertising. While we don’t forecast Amazon ad revenues in Canada, we project they will fall well short of the duopoly’s 67.8% share in 2022. But we expect Amazon’s share to grow in the coming year.

The list includes the triopoly companies (Google, Meta, and Amazon), media conglomerates with proprietary identifiers, smart TV-makers, contextual targeting specialists, and pure-play services, according to April 2021 AdExchanger analysis.

Find out how with Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Learn more.

Find out how with Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Learn more.

Find out how with Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Learn more.

Find out how with Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Learn more.

Find out how with Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Learn more.

Find out how with Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Learn more.

Find out how with Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Learn more.

In the US, Amazon is already the big story, and some refer to a triopoly there, where Amazon’s digital ad share is bigger than it is globally. Amazon will not reach triopoly status with Google and Facebook on a worldwide scale for quite some time, but we do forecast enormous growth for the next several years. By 2023, Amazon will claim 7.1% of the worldwide digital ad market.

Find out how with Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Learn more.