Amazon, Google and Facebook are three of the top ad platforms in the US, and together, they earn about 70% of all digital ad dollars spent according to eMarketer.
68.1% of digital ad spending is collected by these three companies, according to the latest estimates by the firm. It’s comparable when mobile advertising is broken out (69%). This represents about $73 billion between the three companies when using the IAB’s full-year 2018 spending estimates.
According to eMarketer, Amazon owns 38% of e-commerce. This represents a large revision downward from its estimate almost 50% a year ago. 83% of social ad spending is controlled by Facebook.
By comparison, the IAB said that in Q4 2018, “75% of internet advertising revenues [were] concentrated with the top 10 leading ad-selling companies.” This suggests a slightly more competitive market than eMarketer’s estimates indicate, but not by much. The IAB added that the concentration of digital ad revenue in the top 10 “has fluctuated between 69% and 77% over the past ten years.”
Factual and Lawless Research conducted a recent survey of 700 in-house and agency marketers and found that they were spend about 43% of their ad budgets on Facebook, Google and Amazon.
Because of that, there is an apparent gap between this self-reported depending data and eMarketer’s estimates.
The following chart shows the annual advertising budgets spend on Google, Facebook and Amazon.