Rand Fishkin

"Slow fade for Google and Meta's ad dominance" is an awful mischaracterization of what's happening https://www.axios.com/2022/12/20/google-meta-duopoly-online-advertising

Reality: Amazon has become a huge player as well, but all three are still growing. Neither Meta nor Google are "fading". If this graph used absolute values instead of forcing to 100%, the real story would be instantly clear. 🙄

Slow fade for Google and Meta's ad dominance

Online advertising's dominant "duopoly" faces a wave of new challenges that are eating away at their numbers.

Axios
Dec 21, 2022 at 6:10amMastodon for Android
Show threadlast senpaiDec 21, 2022

@randfish You're in a much better place to comment on these things, but even us amateurs can get a glimpse into the ad world by running a Piehole in a LAN for a few weeks.

Google and Facebook absolutely dominate the snooping side of advertising, while Amazon owns the majority of the platform that the sites run on.

Show threadlast senpaiDec 21, 2022
@randfish One surprise is seeing Adobe now as a serious contender in the ad space.
Show threadRand FishkinDec 21, 2022
@big I didn't see Adobe covered in the article; what are they up to?
Show threadlast senpaiDec 21, 2022
@randfish they're not in the article, I'm reporting from my own data: my network logs (Piehole, DuckDuckGo browser notifications) are full of calls to Adobe analytics hosts and trackers.
Show threadRand FishkinDec 21, 2022
@big They're a big adtech player, but I'm not sure if all of those calls are actually because of the Adobe Ad Cloud? Or if it's calls to their analytics?
Show threadlast senpaiDec 21, 2022

@randfish Like I said, this is your wheelhouse, Rand.

I'm just a computer programmer who blocks ads in his household.

All I know about Adobe is that they make Photoshop^W Creative Suite, and now own Magento.

I just didn't expect them to be so prominently featured in my crowd sourced adblocker killfile.

Show threadbarrkelDec 21, 2022
@randfish something this graph doesn't show is the increase in the size of the "digital" pie as TV broadcast / cable wanes.
Show threadRand FishkinDec 21, 2022
@barrkel Yeah, it would be great to see all of this all together. Surely someone must do that in the advertising world!
Show threadMelShustDec 21, 2022
@randfish great example of bad data graphics.
Show threadRob PDec 21, 2022
@randfish and minimum spends are still quite high for Amazon audience / off platform ads. Natural rapid growth once they open it up to SMEs