Google and Meta will account for just over 50% of worldwide digital ad spending in 2024, marginally higher than their 47% share in the US market. Amazon鈥檚 share will be much lower (8.8%)鈥攁lthough it will be among the leaders in revenue growth.
Retailers and commerce intermediaries are most likely to have access to granular, SKU-level data, which can unlock precise targeting capabilities鈥攁nd attract the budgets of consumer packaged goods (CPG) brands that make up a significant share of digital ad spend.