Alphabet, Meta and Amazon take 46% of all advertising spend

An overview of Alphabet, Meta and Amazon's share of global advertising spend.

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

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 of...

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