Alphabet and Meta lost their ad's dominance.

The share of US ad revenues held by Facebook’s parent Meta and Google owner Alphabet is projected to fall by 2.5 percentage points to 48.4 per cent this year, the first time the two groups will not hold a majority share of the market since 2014, according to research group Insider Intelligence. This will mark the fifth straight annual decline for the pair, whose market share has fallen from 54.7 per cent in 2017 and is forecast to decline to 43.9 per cent by 2024. Worldwide, Meta and Alphabet’s share declined 1 percentage point to 49.5 per cent this year. Jerry Dischler, head of ads at Google, told the Financial Times that fierce rivalry from new entrants reflects an «extremely dynamic ad market».

Regulators in the US and Europe have added antitrust scrutiny, such as pursuing Google for allegedly promoting its products over rivals’. In December, Facebook owner Meta was served with a complaint from EU watchdogs over concerns that the social network’s classified advert service is unfair to rivals. Tech groups are fighting harder than ever for a share of the $300bn digital ads market, even as companies cut their ad budgets in response to rising interest rates and high inflation. Since 2015, Amazon has seen ad revenues shoot from less than $1bn to an estimated $38bn this year.
Apple’s revenues have grown from less than $2.2bn in 2018 to more than $7bn this year. Although that is just 1.2 per cent of the global market, it is already more than Snapchat and Pinterest combined, and some estimates suggest Apple could reach $30bn of ad revenue by 2026. «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. Insider Intelligence has forecast that Google and Meta’s US ad growth in 2023 will be 3 per cent and 5 per cent, respectively, while at least eight of its rivals are to make double-digit gains.

It estimates that Amazon’s ads business will rise by 19 per cent, Apple’s 26 per cent, Spotify’s 30 per cent, TikTok’s 36 per cent and Walmart’s 42 per cent. However, many of these groups’ market shares are currently small.

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