• by Ray Schultz , December 20, 2022

Google and Meta are on track to pull in 48.4% of all U.S. digital advertising revenue this year, the first time they have generated less than half since 2014, Axios reports. 

Known together as the “"Duopoly," the two firms generated 54.7% of all ad revenue in 2017. They have been the target of antitrust probes, Axios continues, sourcing Insider Intelligence.

This year, Google is poised to capture 28.8% and Meta 19.6%. In 2017, Google’s share totaled 34.7% and Meta’s 20.0%.

Their primary foe is the upcoming Amazon, which now rakes in $30 million in ad revenue, Axios continues. Amazon is projected to account for 12.7% of all U.S. ad revenue by 2024, versus 17.9% for Meta. 

Tik Tok will earn $8.6 billion by that time, and will rank behind Google, Meta, Amazon and Microsoft/LinkedIn.  

Meanwhile, Practical Ecommerce writes that “Google, Meta, and Disney+ are becoming so-called “walled gardens.” When it runs a campaign on Disney’s streaming service, a company can track the performance only of that ad and not on other platforms.”