the Google-Meta duopoly is losing its power

Google and Meta have seen their advertising revenues melt away. Reuters/ANDREW KELLY/REUTERS/ARND WIEGMANN

Competed by Amazon, Apple and TikTok, the two giants have seen their market share fall below 50%.

The lines are moving in the online advertising sector. After nearly ten years of domination in this sector doped with personal data, the Google-Meta duopoly is losing its luster. According to a study by Insider Intelligence, the combined market share of the two groups fell in 2022 below the symbolic bar of 50% in the world (49.5%) and in the United States (48.5%). It had peaked in 2017, at 54.7%. This decline, which may seem relative, is far from over. Insider Intelligence predicts that Google and Meta will only weigh 43.9% of the US digital ad market in 2024.

This decline is linked to the rise of other major tech players on these issues, starting with Amazon. The advertising division of the Seattle giant brought in more than 30 billion dollars in 2021. It is mainly focused on “retail media”, namely the purchase of keywords on the search engines of e-commerce platforms. .

Thus, by paying, merchants…

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