Google Will Lose The Most As Amazon’s Advertising Business Emerges

Amazon will double its share of the total digital ad spend in the next two years, according to a survey of some of America’s top ad buyers. The findings and recent moves from Amazon suggest the e-commerce giant could one day compete with the digital duopoly of Facebook and Google, which still dominates. In late 2018 investment bank Cowen polled 50 senior US ad buyers, together representing $14 billion in ad spend. The results suggest Amazon’s share of advertising budgets will double from 6 percent in 2018 to 12 percent in 2020. Over that same period, Facebook’s share will fall from 20 percent to 17 percent, as privacy concerns bite the social media giant, according to respondents. Overall the digital duopoly’s share of the ad spend will fall from 77 percent to 71 percent, based on the surveyed ad buyers. While that’s still dominant, Cowen notes it will be Amazon siphoning off most of the losses.

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