Google, Meta and Amazon already capture 56% of U.S. advertising revenue, with the continued migration toward automated campaign tools threatening to concentrate an even greater share of growth among the largest platforms. The advertising market is expanding faster than previously anticipated. But the increasingly important question for the rest of the industry is not simply how quickly the market grows — it is who captures that incremental spending. Disproportionate growth Madison & Wall’s latest estimates point toward further concentration around Alphabet’s Google, Meta and Amazon. The research firm estimates the three companies accounted…
This is a curated summary. The full story was reported by Digiday.
Read the full story at Digiday