Alphabet, Amazon and Meta will account for half of the global advertising market by 2023

It is learned that according to advertising analysis company WARC, by 2023, Alphabet, Amazon and Meta will account for half of the global advertising market, which is expected to reach US$1 trillion (US$1.4 trillion) in 2025.

WARC's latest report points out that global advertising spending has largely rebounded from the downturn caused by the epidemic last year, growing 23.8% to US$77.1 billion in 2021. Advertising investment is expected to grow further by 12.5% ​​and 8.3% in 2022 and 2023, with e-commerce platforms leading this growth.

As for the distribution of advertising investment, WARC also conducted a survey, which found that among 1,500 marketing practitioners, nearly two-thirds (66%) said they would increase their advertising budgets with Amazon and TikTok in the future. Meanwhile, 61% said the same about YouTube, 60% said Instagram, and 57% said Google.

James McDonald, WARC’s director of data, intelligence and forecasting, said: “Despite potential headwinds, market data points to an unprecedented boom in advertising trading, driven by increased demand for advertising in retail media and on platforms such as Google. Our forecasts suggest this trend will continue, with Alphabet, Meta and Amazon now expected to account for more than half of the advertising market by 2025.”

Editor ✎ Xiao Zhu/

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