In a world increasingly dominated by digital, the global advertising market is booming, driven by the power of three seemingly insatiable giants: Meta, Amazon and Alphabet. According to a recent analysis by WARC, these tech titans are on track to capture more than half of the global advertising market by 2028, an achievement that reflects both their dominance and the speed at which the advertising world is changing.

By the end of the year, these three companies are estimated to control 43.6% of global advertising spending, despite the restrictions they face in markets as large as China, where Google and Facebook are banned. This figure is not just a number, it is an indicator of how Meta, Amazon and Alphabet have managed to position themselves at the epicenter of the digital advertising revolution. As giants that attract advertisers like moths to light, their market share is set to rise even further, reaching a staggering 46% by 2026.

But what does this mean for the rest of the world? According to James McDonald, director of data, intelligence and forecasting at WARC, “The global advertising market has doubled in size over the past decade, with advertising spend growing almost three times faster than economic output since 2014. Three companies – Alphabet, Amazon and Meta – have been the biggest beneficiaries of this period of expansion, attracting seven out of ten incremental advertising dollars over the past ten years.”
The unstoppable growth of the advertising sector

WARC’s analysis also paints a bright picture for global advertising as a whole. Ad spending is expected to grow by 10.5% this year, which will push the global total above the $1 trillion threshold for the first time, reaching $1.07 trillion. This growth is the most significant in the past six years, with the sole exception of the post-Covid recovery in 2021, which saw a 27.9% increase.

Looking ahead, this boom is projected to continue with growth rates of 7.2% in 2025 and 7.0% in 2026, culminating in a global advertising market valued at $1.23 trillion. Not only is this growth impressive, it is twice as fast as the growth of the global economy since 2014. This is where Meta, Amazon, and Alphabet shine – they alone account for over 70% of this incremental spending.

The sectors leading this digital growth are retail media, social media and search, with expected increases of 21.3%, 14.2% and 12.1% respectively in 2024. These three sectors will account for more than 85% of online spending and almost three out of every five additional dollars spent on advertising globally this year.

“With retail media leading the growth of advertising spending in the coming years, and with new and diverse players emerging in advertising sales (from Uber to Chase) we are again seeing the value of first-party data to target the right message to the right person at the right time. This data, combined with new improvements in artificial intelligence, will form the basis of the advertising industry for the next decade and beyond,” explains McDonald.
Meta, Amazon and Alphabet: artificial intelligence in the eye of the storm

This constantly evolving advertising landscape is being driven by the increasing adoption of advertising services based on artificial intelligence and a greater valorization of first-party data. These tools allow companies to not only reach their audiences more effectively, but also to personalize their messages with a precision never seen before.

In a sea of ​​data and algorithms, Meta, Amazon and Alphabet are setting the course for an industry that is transforming every day. In this new world order of advertising, the question is no longer whether these giants will continue to dominate, but how long it will be before they completely control the horizon. And in the meantime, advertisers will have to adapt, or be left behind in the wake of these digital colossi.

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