First-party data tracking allows new players

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In a major shift, Google and Meta’s combined market share of the digital advertising industry in the United States is expected to drop below 50% for the first time since 2014, according to research group Insider Intelligence. This will result in Google representing 28.8% and Meta 19.6% in 2022, compared to their combined peak of 54.7% (with 34.7% belonging to Google and 20% going to Meta) back in 2017—their best year yet. Source: Axios So, what has changed? How does it affect advertisers? Let’s explore this topic in detail so you can make educated decisions about how best to utilize them for your business’s benefit.


The Big Shift Google and Meta are facing an increasingly competitive landscape with powerful new players. Now we have publishers, social media, streamers, e-commerce companies, and beyond, all fighting for attention. Our everyday experiences are Algeria WhatsApp Number saturated with screens. From work computers to mobile devices and TVs, every second a consumer spends near a device offers an opportunity for brands to deliver impactful advertising. Companies compete tenaciously for a piece of the $300B digital advertising market as global advertisers’ budgets shrink amidst rising interest rates and inflation.



Many companies are emulating Google and Facebook by creating self-service ad platforms that offer a straightforward way for advertisers to purchase ads. Companies like Amazon, TikTok, and Microsoft already capture a great amount of first-party data while providing value to their users.  to understand people’s preferences, needs, and wants, which will also help sell them products and services more precisely. This precision leads to more effective use of marketing dollars on ads while relying less and less on third-party data. In the wake of privacy measures implemented most prominently by Apple, that’s become more of a necessity.