2022 marked the first year since 2014 that Google and Meta’s advertising market share dropped below 50%, standing at 48.4%. By the end of 2023, that number is expected to drop to 44.9%.
What’s going on. Amazon, ByteDance’s TikTok and streaming services like Netflix are continuing to increase their foothold. People are spending less time online on sites like Google and Meta, so it’s no surprise that they’re facing hurdles, despite still growing (albeit slower than other digital ad platforms).
Meta and other platforms also suffered from Apple’s iOS14 update in 2021, which required apps on its devices to ask users if they wanted to be tracked. The majority of iPhone users opted not to be. Google was not affected by this update, as it relies on customer intent, revealed by a user’s search terms.
The TikTok effect. Marketers want more options, and TikTok is it. TikTok’s hold on the digital ad market more than doubled in 2022, while Amazon gained market share due to its ad business being able to target users by their purchases and browsing history.
The Washington Post reported that “Supergut Chief Executive Marc Washington said the maker of gut-health products used to spend about 80% of its ad budget on Meta’s Facebook and Instagram platforms, with the rest going to Google. In early 2022, he noticed that the cost of bringing in new customers through advertising on Meta’s platforms was twice as high as it was before Apple’s privacy changes. Supergut shifted