2022 marked the first year since 2014 that Google and Meta’s advertising market share dropped below 50%, standing at 48.4%. By the end of 2023, that number is expected to drop to 44.9%.
What’s going on. Amazon, ByteDance’s TikTok and streaming services like Netflix are continuing to increase their foothold. People are spending less time online on sites like Google and Meta, so it’s no surprise that they’re facing hurdles, despite still growing (albeit slower than other digital ad platforms).
Meta and other platforms also suffered from Apple’s iOS14 update in 2021, which required apps on its devices to ask users if they wanted to be tracked. The majority of iPhone users opted not to be. Google was not affected by this update, as it relies on customer intent, revealed by a user’s search terms.
The TikTok effect. Marketers want more options, and TikTok is it. TikTok’s hold on the