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.

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.

In the US, Amazon is already such a big story that some include it in a “triopoly,” as its digital ad share is bigger there than it is worldwide. Amazon will not attain triopoly status with Google and Facebook on a global scale for quite some time, but we do forecast enormous growth for the ecommerce giant over the next several years.

eMarketer vice president of forecasting Monica Peart walks through our latest ad spend numbers for Google, Facebook and Amazon.

The triopoly will gain just 0.2 percentage points from the long tail of the market. Our earlier expectation was for the triopoly to increase its hold slightly more, and we expect the pandemic will put a damper on the triopoly’s rise over the next few years.

While Amazon is still behind Google and Facebook in the US digital advertising triopoly, the retail giant is making huge inroads and has ambitions to do more. Its sports video strategy is at the center of those plans. “Amazon OTT and Twitch jointly reach an unduplicated monthly audience of 120 million viewers in the US, up by 20 million from 2020,” Donoghue said.

That said, its combined market share in the US will actually drop in 2021, fueled by the rise of a new retail media triopoly. You may guess two of these players, but which is the third? Will the crumbling of the cookie have an impact? Advertisers will need to evolve their advertising tactics and strategies to address general uncertainty.

eMarketer senior analyst at Insider Intelligence Sara M. Watson discusses what she's paying attention to in 2021 and why: a new federal privacy law and reimagining antitrust rules.

The Google, Facebook and Amazon triopoly will reign supreme, raking in nearly 70% of total US digital ad spending in 2020. But while the triopoly thrives, consolidation will occur among the long tail of digital publishers, meaning advertisers will have fewer options for their media spend. How are privacy laws changing media budgets?

In its rise to becoming a member of the digital advertising triopoly, Amazon revolutionized the search ad market, which has long been dominated by Google. Google still nets the majority of US search ad revenues, but it’s Amazon—not another general search engine, such as Bing—that has taken significant share of the market at Google’s expense.

Will the Duopoly Become the ‘Triopoly’ in 2019? The simple answer to this question is no, not likely. The digital advertising landscape is increasingly feeling Amazon’s influence, though. We don’t forecast digital ad revenues for Amazon in the UK … yet.

For the first time since we began estimating ad revenues at Google, the company’s net US digital ad revenues will decline in absolute terms. Facebook and Amazon will continue to grow but at severely depressed rates compared with earlier expectations.

The duopoly won’t become a triopoly—at least not yet. Amazon’s rapid rise in the US ad market has sparked speculation about a possible Amazon-Facebook-Google triopoly. That won’t happen this year or even by 2021, but Amazon is making enough of a dent in the duopoly for US advertisers to start seriously considering it as a contender.

But focus on this topic is heightened thanks to the deterioration of third-party tracking capabilities and acknowledging that one way to keep the open web competing against the triopoly for digital ad dollars is to offer comparable measurement and targeting options.

Digital trends to track in 2020—media consolidation, the triopoly, privacy, 5G and more! An eMarketer viewpoint on what each trend means for marketers. Plus! Anne Frisbie, SVP and GM at InMobi, North America, joins the conversation. Presenters:. Jillian Ryan is a principal analyst at eMarketer.

It has made stronger gains in the US, however, where speculation about a possible Amazon-Facebook-Google triopoly abounds. We don’t expect that to happen this year or even by 2021, but Amazon is quickly gaining US share at the expense of the duopoly. Ecommerce and Advertising: A Match Made in ... China. Amazon’s foray into advertising isn’t without precedent.

Instead, the “triopoly” is continuing the longer narrative of digital ad market consolidation. Google was already a behemoth when Facebook’s ad business was new, and it held on to its portion of the market while a new giant arose with a primary focus in a new area (display, as opposed to search).

Remember, more than 60% of programmatic ad revenues in the US come from the triopoly (Facebook, Google and Amazon). Realistically, advertisers are coming to these sites to leverage their rich audience data. (Yes, some might also be uploading first-party data in combination).