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In the short-term, SEO professionals shouldn鈥檛 stress about the Google antitrust results. This outcome is a big deal for Google but won鈥檛 change marketers鈥� day-to-day workflows. 鈥淣o court can magically shift a market where Google controls 95% of search,鈥� said Dr. Pete Meyers, principal innovation architect at Moz.e Microsoft and AT&T. There鈥檚 no clean way to split off text ads from core search,鈥� he said.

Google isn鈥檛 looking so good as it prepares for trial with the DOJ: A historic antitrust challenge comes as Google is under fire for multiple advertising controversies.

Amazon announces Big Spring Sale as consumers show signs of spending fatigue: The retailer is counting on the event to jolt sales and give its ad business an edge over Meta and Google.

The duopoly of Google and Meta is losing its grip on the French market. Throughout the pandemic, Meta鈥檚 strong ad performance meant the duopoly saw an increase in its share of the total digital ad market. But this share has been declining steadily since 2022. It will be 65.5% this year, down from 67.7% in 2023, and will fall to 60.2% by 2026.

On today's podcast episode, we discuss what to make of Google delaying the deprecation of third-party cookies (again), what was behind its most recent ad revenue growth, if it can defend its search business from a wave of AI, and what stands out about YouTube's recent performance. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

Amazon is soaring, Meta is back on track, and Google is slowly recovering. The old Google-Meta duopoly will claim less than 47% of digital ad spending this year. Add Amazon and that share rises above 60%. Their growth rates will vary widely, however, with Amazon far out in front (24.7%), Meta doing well (13.8%), and Google bringing up the rear (7.4%).

The digital ad channel is hugely dominant in the UK, so there is increasingly less room for growth. But in the broader digital category, retail media is the main driver.

Google issues refunds for misplaced ads: A June report claiming 80% of its third-party video ad positions didn鈥檛 meet standards raised a firestorm in the industry.

As the DOJ鈥檚 antitrust trial over Google Search continues, the ad giant could be at real risk of having to alter its search business. 鈥淭he DOJ has a really strong case here,鈥� said our analyst Evelyn Mitchell-Wolf on our 鈥淏ehind the Numbers鈥� podcast. 鈥淚t's not looking great for 骋辞辞驳濒别.鈥�

Last month, Meta said it would use generative AI in ad creation by the end of the year. Not long after, Google announced generative AI ad plans of its own in the form of tools that will 鈥渞emix鈥� ads based on client goals. Neither company has released details of what these AI updates will look like, but the changes are big news for advertisers, agencies, and everyone in between.

Meta is one of the two most successful ad publishers in history (along with its duopoly rival, Google), but its ad dominance does not come in tandem with an equally dominant hold over consumers鈥� time. In fact, Meta鈥檚 share of ad revenues is surprisingly out of step with how much time people actually spend on its platforms, particularly when compared with competitors like YouTube and TikTok

Amazon muscles in on Google and Meta鈥檚 ad throne: Retail media and Prime Video propelled the company to a blockbuster 2023鈥攁nd 2024 looks even brighter.

Even as suspicions surrounding ChatGPT and generative AI swirl, marketers know the new tech will turn search鈥攁nd its ad dollars鈥攐n its head. As search shifts toward chatbots, the way brands advertise with Google and Microsoft will change completely, creating problems for publishers and agencies.

Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike鈥檚 finance chief said the company is planning for a 鈥渟ubdued macro outlook鈥� and Paramount mentioned 鈥渟oftness in the global advertising 尘补谤办别迟.鈥�

This year, we forecast that Walmart鈥檚 digital ad revenue growth will outpace Google, Meta, and even Amazon. This success is driven by updates made to Walmart鈥檚 retail media platform as well as partnerships to help advertisers activate across channels like social and connected TV. 鈥淵ou know [how they say] crawl, walk, run? We鈥檙e getting to that walk/run phase now where our platform is maturing,鈥� said Rich Lehrfeld, senior vice president and general manager at Walmart Connect.

Ad agencies are split on generative AI. Some are diving into the emerging tech with partnerships and acquisitions. Others are wary of the hype. With major ad platforms like Meta, Google, and TikTok developing their own AI tools, agencies need to establish a clear approach鈥攐r risk irrelevance.

YouTube is positioned to be an advertising powerhouse. It鈥檚 one of the original digital video players, courting advertisers at a time when connected TV advertising is climbing. The platform鈥檚 Google ties offer it a more trustworthy reputation in the US than TikTok. And use is already extremely high. But YouTube鈥檚 high standing also makes growth difficult. Here are five charts summarizing YouTube鈥檚 position and potential.

Microsoft鈥檚 new Bing has had a persistent hold over headlines. Combine this with a third consecutive quarter of ad loss for YouTube and the picture for Google may look less than rosy. But the company remains in good shape, with overall earnings beating expectations. It remains dominant in search, and YouTube use is still remarkably high. Here鈥檚 a closer look.

Google and Meta鈥檚 combined share of the US digital ad market dropped below 50% in 2022, and in just a few years that figure will be down to 43.0%. The triopoly is losing share now, as well; Amazon鈥檚 ascent will not be fast enough to offset the weakness of the other two giants.

Google said today it is rolling out its Product Studio tool this week, which uses AI to help merchants create and manage product imagery. If that sounds familiar, it鈥檚 because Amazon Ads launched something similar last week. But it鈥檚 not just Amazon and Google that are leaning harder into generative AI. Walmart is incorporating the technology into search to give shoppers more relevant results, while Klarna is using AI-powered video to expand users鈥� time spent with the platform.

Marketers, publishers, and media and tech companies have known for years that the third-party cookies and mobile IDs on which they built a thriving ad business would eventually disappear. What may have seemed like an abstraction in 2016 is now a looming reality: Google has said it will fully phase out Chrome cookies and potentially mobile IDs in late 2024. Google has repeatedly delayed this timeline, but even if the dates shift, it鈥檚 game time for the ad industry to accept and embrace the cookieless future.

Amazon looks to step into the post-cookie market: Job listings show the company is testing ad solutions for an 鈥渋dentity-restricted world鈥� as Google preps its solution.

Google has a 92% global market share in search, generating massive profits from its ad-driven model. It鈥檚 hard to see any platform rivaling that, but generative AI search platform Perplexity, valued at $1 billion, is challenging the leader.

The identity landscape is vast and growing more complex. Google confirmed it will phase out third-party cookies but continues to delay deprecation. A wave of privacy regulations in the US challenges advertisers operating across state lines. Plus, an increasingly digital world has made it difficult to track users across TV, social media, and the open web.