Ad Tech Briefing: AI is reinforcing Big Tech’s grip on advertising growth
Why advertising’s AI boom favors Google, Meta and Amazon, even if marketers are uneasy.
The advertising industry is witnessing a worrying trend of consolidation among the largest tech platforms, with Artificial Intelligence (AI) playing a significant role in amplifying Big Tech's dominance. Google, Meta, and Amazon together currently control 56% of U.S. advertising revenue, a figure that has risen from 53% in 2024.
This trend is driven by the increasing adoption of automated campaign tools, which are expected to further concentrate growth among these three giants. Madison & Wall's latest estimates suggest that Google's share has risen from 28% to 29%, Meta's from 17% to 19%, and Amazon's from 8% to 9%. The remaining companies, including the rest of the industry, have seen their share decrease from 47% to 43%.
This concentration raises critical questions about the future of the advertising market and who will ultimately benefit from the exponential growth.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
