Google and Meta are losing their edge as TikTok, Amazon, Instacart ads grow

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

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Meta and Alphabet Are Losing Their Advertising Throne

Meta and Alphabet Lose The Advertising Throne

It seems that the long-held duopoly ruling the $300 billion advertising market is coming to an end as tech giants are fighting for their piece of the pie. Meta Platform Inc (NASDAQ: META) and Alphabet Inc (NASDAQ: GOOG) are losing their dominance to Inc (NASDAQ: AMZN), Microsoft Corporation (NASDAQ: MSFT) and Apple Inc (NASDAQ: AAPL).


According to Insider Intelligence, this will be the first year since 2014 that these two corporations won’t hold the majority share of the market as their share of revenues are expected to drop to 48.4 percent in what will be their fifth annual decline.

An extremely dynamic market

Jerry Dischler, head of ads at Google, spoke to the Financial Times about a fierce rivalry from new entrants, along with antitrust scrutiny owed to the U.S. and European regulators.

Google is being pursued for allegedly promoting its

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