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Axios
Axios
Technology

Slow fade for Google and Meta's ad dominance

Meta Google Amazon TikTok United States Apple eBay Hulu Pandora Roku
Data: Insider Intelligence. Note: E-commerce includes Amazon, eBay, Walmart and Etsy; streaming includes TikTok, Hulu, Roku, Pluto, Tubi, Spotify, Pandora and iHeartMedia; tech includes Microsoft, Yelp and Verizon/Yahoo; social media includes Snap, Twitter, Pinterest and Reddit. Grey space indicates all other U.S. digital advertising. Chart: Axios Visuals

Google and Meta, known together in the ad industry as the "duopoly," are expected to bring in less than half of all U.S. digital advertising this year for the first time since 2014.

Why it matters: The duo's ad dominance has for years made both companies the target of antitrust investigations and lawsuits. While they still tower over digital rivals, their momentum is starting to slow as competition moves in.

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