Big Tech (Amazon, Apple, Google, Meta, and Microsoft) will account for roughly two-thirds of total US digital ad spending this year, according to the October 2023 projection by EMarketer.

Its share has more than doubled since EMarketer began tracking it in 2008.

Big Tech’s supremacy is primarily due to strategic mergers and acquisitions. Significant acquisitions, such as Facebook’s purchase of Instagram in 2012 and Google’s purchase of YouTube in 2006, have accelerated its power, while smaller, undisclosed transactions have also contributed, noted EMarketer.

US antitrust litigation against Google, Meta, Amazon, and eventually Apple could change the landscape of the digital ad sector and reallocate ad dollars.


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