Meta and Alphabet lose dominance over US digital ads market

18 points by ta_u 2 years ago | 4 comments
  • jwilk 2 years ago
    https://archive.today/EcN43
    • MuffinFlavored 2 years ago
      > Meta and Alphabet have lost their dominance over the digital advertising market they have ruled for years, as the duopoly is hit by fast-growing competition from rivals Amazon, TikTok, Microsoft and Apple.

      When are people exposed to Amazon ads other than when they are on the Amazon website itself?

      When are people exposed to Microsoft ads?... Bing?

      When are people exposed to Apple ads? The Apple app store?...

      You've got television ads, social media ads (Instagram, Twitter, TikTok, Facebook).

      You've got Google/default search engine search result ads

      Is it kind of disingenuous to say Google is losing search engine market share dominance if what's really happening is, new avenues for ads are being created? Scrolling through a timeline full of platform-specific ads (Facebook, Instagram, Twitter, TikTok) is kind of a "new thing".

      Is Google losing dominance or is the digital ad market getting bigger/more diverse?

      • soared 2 years ago
        Amazon I think is the third largest demand side platform, where advertisers spend money buying ads outside of the Amazon owned and operated sites.

        > But Amazon then went a step further, expanding its on-site ads business beyond its own shopping site. “Across the wider digital universe, they use that data set to empower brands and the advertisers to buy better, to spend more effectively and drive return on ad-spend,” said Prior.

        Same with Microsoft, they own xandr which is a similar size.

        Apple is currently only in the App Store but expanding to a traditional dsp/ssp model.

        The article is more so about spend moving from the old big players to new players’s o&o. You’re correct, but it’s accurate to say google % of market share is getting smaller.

        • anankaie 2 years ago
          Apple and Microsoft have an in-house ad platform that is provided to, e.g. their app developers to use to monetize free apps, so people can be exposed to their ads there. Microsoft also runs ads on their free offerings, e.g. MSN News. I would expect Apple similarly runs ads on their free services.