It's almost impossible to imagine a time when we operated in a world without Google, Amazon and Social Media. I remember the days in which AIM and Yahoo reigned supreme. Fast forward a mere decade and a half and there's not a day that goes by that we don't rely on Google to help navigate our neighborhoods, treat Amazon as our local store or use Facebook to maintain connections with peers, new and old. It's remarkable to see how these platforms have intersected and become mainstays in our daily lives, but their sheer impact as the leading big tech platforms is magnified when we look at their stakes in the advertising space. It's reported in this article that this "Triopoly" now rakes in almost half of all ad dollars spent in the US. As of 2020 and only exacerbated by the pandemic with consumers forcefully pushed to stay connected online, the big three has seen rising total ad spend reach $117.06B. It's no secret how the pandemic has accelerated digital innovation, but this begs the question of how will smaller emerging platforms compete? To that end, how much bigger can the big three get before commanding a majority of ad spend and the majority of our attention/reliance as an interconnected community?
https://www.wsj.com/articles/how-covid-19-supercharged-the-advertising-triopoly-of-google-facebook-and-amazon-11616163738?mod=hp_featst_pos3
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