Alphabet, Meta and Amazon receive almost half (46.1%) of all advertising spend, according to WARC Data's analysis of company reports.

Why it matters

The three companies are leaders in their respective media – Alphabet in search (Google) and online video (YouTube), Meta in social media (Facebook and Instagram), and Amazon in e-commerce – and have steadily grown their share of the advertising market.

While they accounted for a third (33.8%) of all advertising investment in 2019 before the pandemic, the digital acceleration from consumers and brands in 2020 and 2021 has pushed this share even higher. If their current rate...