Amazon’s ad business is expected to gain most digital share

A recent survey of 52 senior US ad buyers, conducted by investment bank Cowen in December, has revealed that Amazon’s share of their digital adspend is forecast to rise from 7% in 2020 to 11% in 2022.

Amazon’s projected ad business growth

• According to CNBC, that means Amazon is positioned to be the leading share gainer among the seven major digital ad companies that the ad buyers were asked about. The other platforms included Google, Facebook, Snap, Twitter, Pinterest and TikTok.
• YouTube and TikTok are expected to gain about 1% of share over the two-year period, while the other platforms could remain flat or even experience share erosion.
• The Cowen analysts estimated that Amazon’s ad revenue, which largely sits in the “other” category of its earnings report, would grow to $26.1bn in 2021, rising to as much as $85.2bn by 2026.
• Excluding China, Amazon’s ad business’ share of global digital advertising is expected to increase from 8% in 2020 to 13% in 2026.